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CHAPTER-5
ANALYSIS AND DISCUSSION
Chapter Abstract:
This chapter discusses the Data Analysis for the study. For the first part of the study i.e.
Content Analysis – the analysis of selected advertisements of TV & Radio is done one
by one and for the analysis of the second part i.e. Perception of Audience - different
statistical methods including, percentage, mean, standard deviation and chi-square
respectively have been used. The outcome of data analysis is presented using tables and
graphs in order to make them readily comprehensive.
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ANALYSIS AND DISCUSSION
The present chapter is divided into three parts: Content analysis of social
advertisements of TV, Content analysis of Social advertisements of Radio and the third
part relates to the perception of audience.
5.1 CONTENT ANALYSIS OF SOCIAL ADVERTISEMENTS OF
TELEVISION
Content Analysis is described as the scientific study of content of
communication. It is the study of the content with reference to the meanings, contexts
and intentions contained in messages. Content denotes what is contained and content
analysis is the analysis of what is contained in a message. The researcher has analysed
the content in both quantitative and qualitative data.
A total of 29 TV and 8 radio social advertisements were considered. These 29
TV ads and 8 radio advertisements were selected as a sample for analyzing the content.
Quantitative analysis of social advertisements of TV
For quantitative analysis, the frequency of 29 TV advertisements, time devoted
to these social advertisements and the time devoted by different TV channels separately
was analysed. These 29 Advertisements were classified into five categories: Health,
National Development, Environment, Women and Child Development andCorporate
Social Responsibility (CSR). However; there are four Advertisements which do not fall
under any specified category and hence have been marked under category „Others‟.
Chart 1: Issues covered in Social Advertisement
Issues covered in Social advertisements
HEALTH
NATIONAL DEVELOPMENT
ENVIRONMENT
WOMAN AND CHILDDEVELOPMENT
CSR
OTHERS
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Table 1: ISSUES COVERED IN COLLECTED SOCIAL ADVERTISEMENTS
Health National
Development Environment
Women
Development CSR Others
AIDS
awareness
(cricket scene)
Need for aadhaar
card (anupriya
goenka)
Save
cooking gas
Ante natal care
of female gossip
Lead
India by
TOI
Blood
donation
Age difference
between
children
Birth registration Save fuel Female
Foeticide
Tata Tea
Jaago Re
Anti-
Smoking
Health care Vote for the best Girl Education Drink and
Drive
Pulse polio
Literacy Emergency
Contraceptive
Pill
Smoking
Sanitation Food Security Bill Declining Sex
Ratio
Malnutrition Economic census
survey
Ante Natal Care
by celebrity
Immunization
Delivery at
hospitals
AIDS
awareness
(college scene)
The above table reveales that 9 out of 29 (31%) social advertisements are of
health related issues, while women development and national development ads have a
share of 20.5 percent each. Corporate Social Responsibility (CSR) and environment
issues cover 7 percent each of total ads and 14 percent ads are of anti smoking, blood
donation and drink and drive campaign taken together.
The chart shows that quantity of Health related advertisements dominates the social
advertisements followed by adevrtisements related to national development.
CATEGORY WISE TIME DEVOTED TO SOCIAL ADVERTISEMENTS OF
TELEVISION
Health
Health care should be the reach of every citizen. For providing basic health
facilities to citizens, Government has introduced many schemes & programs. Ministry
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of Health and Family Welfare have collaborated with many organizations like NACO,
UNICEF to provide health benefits to Indian citizens. The govt. conveys these health
related messages and policies to people through media. In all 9 health related
advertisements were studied. These were related to 1) AIDS awareness 2)
immunization 3) malnutrition 4) sanitation 5) HIV college scene 6) age difference
between children 7) health care 8) pulse polio 9) delivery at hospital.
Table 2: TIME DEVOTED TO HEALTH ADVERTISEMENTS
SR.
No
Name of the
advertisement
Ad Length
( in
seconds)
Frequency
of ad
Total time
devoted
( in seconds)
Percentage
1 AIDS AWARENESS 34 6 204 5
2 IMMUNIZATION 28 18 504 12
3 MALNUTRITION 65 10 650 15
4 SANITATION 28 26 728 18
5 HIV/AIDS (college) 30 4 120 3
6 AGE GAP BETWEEN
CHIDREN
24 3 72 2
7 HEALTH CARE 30 10 300 7
8 PULSE POLIO 42 17 714 17
9 DELIVERY AT
HOSPITALS
124 7 868 21
TOTAL TIME 4160
As shown in table a taotal of 4160 seconds were devoted by various TV
channels to the social ads during the period of one month. The advertisement regarding
AIDS awareness was of 34 seconds duration and its frequency during the month under
study was 6. Similarily, the ad length (in seconds) and the frequency of the ads during
the related month have been depicted in the table under reference. However, it may be
mentioned that out of the 9 various type of advertisements related to health, the length
of the ad was maximum (124seconds) for delivery at hospitals followed by 65 seconds
for malnutrition and 42 for pulse polio. As far as other health related advertisements are
concerned there varied between 24 seconds for age gap between children to 30 seconds
for HIV AIDS and health care.
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It may be mentioned that the frequency for ad relating to sanitation was 26
during the month under study and was the maximum amongst all these ads. This
frequency was followed by 18 for immunization and 17 for pulse polio. The frequency
for other health related ads was 10 or less than 10.
As it has already been mentioned earlier that there were 9 health related
advertisements out of a total of 29. The total time devoted to all these 9 health related
advertisements found to be 4160 sconds which is about 39% of the total time devoted
for all these social ads (29). To make a comparison of the total time devoted with in the
health related advertisements- it was maximum for the ad „delivery at hospitals‟ (21%)
followed by 18% for sanitation, 17% for pulse polio, 15% for malnutrition and 12% for
immunization. For the remaining ads the perecent time devoted was less than 10%
each.
Many times, it has been noted that the advertiser prepares the ad in a detailed
fashion and of longer duration but after sometime when he feels that people have
become aware that this type of an ad is presented on the TV and people have
understood its meaning then the advertiser shrinks the ad to a smaller duration showing
the very important portion of the ad and thereby reducing his expenditure.
From the above table it is clear that time devoted to health advertisements is
4160 seconds i.e 39 percent of the total time devoted to social ads. About 21 percent of
this total health time is devoted to the ad of child delivery at hospitals followed by 18
percent to sanitation advertisement of using toilet. Pulse polio campaign has taken 17
percent of the total aired time of health advertisements and only 2 percent to the age
difference between children advertisement. The conventional length for TV spots is any
time between 15 to 60 seconds but sometimes it is more than 60 seconds. It occurs
usually when a campaign starts but after sometime only most relevant information
gradually is retained and presented to audience. In the above table, one advertisement
child delivery at hospitals is of 124 seconds only that has crossed the limit of
conventional TV advertisement. That is why one fifth of the total health time devoted
to this particular ad though its frequency is only7. Malnutrition ad is also of 65 seconds
but it can‟t come under very long advertisement because 5 seconds difference can be
ignored. When we talk about the frequency of advertisement, sanitation advertisement
of using toilet has highest frequency of 26 followed by immunization and polio of 18
and 17 respectively. Age difference between children and HIV ad of college scene has
very less frequency of 3 and 4 respectively.
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WOMEN DEVELOPMENT
Women are subjected to violence in many forms. If unckecked, worldwide, an
estimate one in five women will be a victim of rape or attempted rape in her life time.
About one in four women will be abused during pregnancy, which puts both mother
and child at risk. One in three will have been beaten forced into sex or otherwise
abused, usually by a family member or an acquaintance. So several aspects related to
women, female foeticile, girl education, eve teasing, ante natal care are addressed
through social advertising.
Table 3: Time devoted to women development Advertisements
Sr.
No
Name Of The
Advertisement
Ad
Length
( in
Seconds)
Frequency
Of Ad
Total Time
Devoted
( in Seconds)
Percentage
1 Girl Education 37 5 175 6.4
32 Anti Natal Care
(GOSSIP) 60 2 120 4.4
3 Anti Natal Care
(Celebrity) 38 5 190 7
4 Female Foeticide 152 10 1520 55.2
5 Emergency
Contraceptive Pills 35 13 455 16.5
6 Declining Sex Ratio 29 10 290 10
Total time 2750
The news channels of DD, India TV, ABP news and Delhi Doordarshan during
August 2013 to September 2013 during prime time 9pm to 10 pm were viewed and 6
ads related to women development issues were found. These were i) girl education ii)
ante natal care (gossip) iii) ante natal care (celebrity) iv) female foeticide v) Emergency
Contraceptive Pill and declining sex ratio.
The ad length for the women development ads varied between a maximum of
152 seconds for female foeticide to a minimum of 29 seconds of declining sex ratio.
The length of the ad namely ante natal care (gossip) was 60 seconds and for the
remaining 3 ads it varied between 38 sceonds to 35 seconds. The frequency of the ad
„Emergency Contraceptive Pills‟ was the maximum (13) followed by female foeticide
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(10) and declining sex ratio (10). The frequency for girl education and ante natal care
celebrity were 5 each and that for ante natal care (gossip) it was only 2.
Total time devoted to women development issue ads was found to be 2750
seconds which was about 26 % of the total time devoted to all social service ads. For
female foeticide ad was maximum (1520 seconds) 56 % with in the women
development ads followed by 455 seconds 16 % for emergency contraceptive pills. For
other 4 women development ads varied between 4% to 11% only.
We can conclude from the above discussion of table 3 that the issues relating to
female foeticide were being given maximum importance as shown by the ad length and
total time devoted for this ad and the ante natal care was being given the minimum
importance for which the total time devoted was only 120 second during the period of
one month. Although this ad was of 60 seconds duration but the frequency of the ad
was only 2 during the whole month.
NATIONAL DEVELOPMENT
For the development of citizens of India and the nation Many important
messages are to be communicated to the masses through the television. These messages
may be for reducing corruption in the country, issues related to senior citizens, need of
aadhaar card and birth and death registration etc. mass communication campaigns are
conducted to make the masses ware of these important issues. These campaigns in the
form of advertsements help to give momentum to these issues.
Table 4: TIME DEVOTED TO NATIONAL DEVELOPMENT RELATED
ADVERTISEMENTS
Sr.
No
Name Of The
Advertisement
Ad Length (
in Seconds)
Frequency
Of Ad
Total Time
Devoted
(in Seconds)
Percenta
ge
1 Food Security Bill 55 3 165 12.2
2 Literacy 80 3 240 17.7
3 Vote for the best 52 4 208 15.4
4 Need for Aadhaar
Card (Celebrity)
60 3 180 13.3
5 Economic Census
Survey
59 7 413 30.5
6 Birth Registration 29 5 145 10.7
Total Time 1351
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In all 6 ads relating to national development were found to have been aired on
the channels considered for the purpose. These ads were 1) food security bill 2) literacy
3) vote for the best 4) aadhaar card 5) economic census survey and birth registration.
As seen in the table 4 given above, the ad length was found to be maximum for
the literacy related ad (80seconds) and the minimum for the birth registration related ad
(29 seconds). The frequency (7) was maximum for economic census survey followed
by birth registration (5). The time devoted was however maximum for economic census
survey (30%) followed by 260 seconds (18%) for literacy ad. The time devoted to birth
registration ad was the minimum (11%) when compared to other ads of national
development.
Environment
Advertisement on environmental issues such as save fuel, global warming, save
our tigers co are social advertisements on environment.
Petroleum Conservation Research Association (PCRA) usually broadcast these
type of campaign through media. The main aim of these types of campaign is to create
awareness among masses about the importance, benefits and methods of conserving
petroleum products & clean environment by enhancing information & capacity
building. The table shows the Environment advertisements.
Table 5: TIME DEVOTED TO ENVIRONMENT RELATED ADVERTISEMENTS
Sr. No Name Of The
Advertisement
Ad Length
(in Seconds)
Frequency
Of Ad
Total Time
Devoted
( in Seconds)
%age
1 Save Cooking Gas 27 5 135 33
2 Save Fuel 46 6 276 67
Total Time 411
Above table reveals that only two advertisements „save fuel & save cooking
gas‟ were telecasted during data collection. 7% of total 29 social advertisements are of
environment advertisements, which is very less because the problems of global
warming, deforestation, water scarcity are on the increase day by day. More time
should be given to these advertisements. Total time devoted to these two environment
adverts was found to be 411 seconds 6 minutes 51 seconds. Both have conventional
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length of TV ad. Save cooking gas advert is of 27 seconds duration with a frequency of
5 and the total time devoted was 135 sceonds. The other ad regarding „save fuel‟ was of
46 seconds duration with a frequency of 6 and the total time devoted as 276 seconds.
Total time devoted to environment related issues was 411 seconds (4%).
CORPORATE SOCIAL RESPONSIBILTY
Corporate Social Responsibility advert are given by big corporates to show their
responsibility towards social issues. TATA Tea „Jaago Re‟ Campaign is very popular.
For its Corporate Social Responsibility TATA Tea presented a series of campaigns to
promote its product Tata Tea and to deliver social messages.
Table 6: TIME DEVOTED TO CORPORATE SOCIAL RESPONSIBILITY
ADVERTISEMENTS
Sr No Name Of The
Advertisement
Ad Length
(in Seconds)
Frequency
Of Ad
Total Time
Devoted
( in Seconds)
%age
1 Tata Tea Jaago Re
(Chhoti Shuruaat) 50 5 250 41
2 Lead India (Times
of India) 90 4 360 59
Total Time 610
The total time devoted to Corporate Social Responsibility was 610 seconds
(6% of the total time devoted for social ads). The ad tata tea jaago re was of 50 seconds
duration with a frequency of 5 and total time 250 seconds. The other ad lead India
(TOI) was of 90 seconds duration with a frequency of 4 and the total time devoted as
360 seconds.
Others
Smoking advertisements usually comes under health category but the two
advertisements under study don‟t convey any harmful effects of smoking/drink. So a
new category has been formed labeled as others. Participation in Blood donation is
neither a national development advertisement nor an health issue. Blood donation is a
noble cause. It is just an appeal to donate blood to save others who are in great need of
blood.
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Table 7: TIME DEVOTED TO OTHER CATEGORY ADVERTISEMENTS
Sr.
No
Name Of The
Advertisement
Ad Length
(in Seconds)
Frequency
Of Ad
Total Time
Devoted
( in Seconds)
%age
1 Drink and Drive 30 2 60 4.3
2 Blood Donation 47 22 1034 74.7
3 Anti Smoking 38 1 38 2.7
4 Smoking in Front of
Children 28 9 252 18.2
Total Time 1384
All these ads are of conventional length. Total time devoted to this category is
1384 seconds. It includes the advert which can‟t be considered under the above said
five categories. Drink & Drive, Anti Smoking advert can come under Health issues but
these ads do not explain health problems related to it. That is why a seprate category
has been formed. About two third of the total time has been devoted to Blood donation
advert alone while 18% time has been devoted to smoking infront of children
advertisement.
Total time devoted to Social Advertisements is 10666 seconds 2 hours 57
minutes 46 seconds. Health advert convers 39 percent of total time devoted to Social ad
followed by 25 percent of Women Development. National Development covers 12
percent of Social ad time while 5.7 percent and 4 percent time of the Social ad time was
devoted to the remaining two categories „Corporate Social Responsibility and
Environment‟ respectively.
64 percent have devoted to Govt. owned Delhi Doordarshan while only 36
percent to others 3 private channels. Delhi Doordarshan is the source of most of social
advert appeared on TV.
Time devoted by channels for social advertisements
In all four channels were selected for finding out the total time devoted by them
for social service ads during prime time (9PM -10PM) and the results after analysis are
presented in the table below.
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Table 8: Breakup of total time devoted by the channels to SA
SR
NO
NAME OF THE
CHANNEL
TOTAL TIME DEVOTED
TO SOCIAL
ADVERTISEMENTS
PERCENTAGE
1 DD News 6862 64.3
2 India TV 865 8.1
3 Aaj Tak 1596 15.0
4 ABP News 1343 12.6
Total 10666
Table 9: Total time devoted by DD for SA
Total time devoted to
social advertisements nder
studyon all the four
channels under study
Total time devoted to social
advertisements on DD news
Total time devoted to
social advertisements on
private news channels
(India Tv, ABP News,
Aaj Tak
10565 6683 3882
Chart-2: Time devoted by channels
Time devoted by channels
DD News
India TV
Aaj Tak
ABP News
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It is clear from the table/ chart above that maximum time of 64% of the total
time was provided by news channel of Delhi Doordarshan. Out of the remaining three
channels the percentage of time devoted for social advertisements was 15.0 by Aaj Tak,
12.6 by ABP news and 8.1 by India TV. This shows that the Govt. owned Delhi
Doordarshan provided the maximum time for social advertisements and the other three
private channels jointly provided almost half the time provided by DD news. It shows
that DD is the main source of social advertising in India. As a result the responsibility
of Doordarshan in providing healthy media support to socio economic development of
country has gained even more significance.
Qualitative analysis of Selected TV ads
The three broad aspects, for which the selected social advertisements have been
analyzed, were occurrence, presentation and content of social advertisements. The
length of the advertisements is not the same. Social advertisements are shown during
the commercial breaks but they are not given much importance though these
advertisements are for people‟s well being.
Parameters to analyze the content of advertisements broadcasted by the media-
Language
Characters used
Audio-visual Presentation
Appeals
Place
Slogan/punch line used
Background
Style
The ads have been analyzed, one by one, keeping the above parameters in mind.
The analysis is being described below.
Advertisement 1 ---HIV/ AIDS (CRICKET SCENE)
The ad is about HIV/ AIDS and is of 27 seconds duration. As the ad starts, one
cannot get the idea that it is about HIV. But as the ad develops one comes to know that
the story is of a couple, who think that they are young but not immature.
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The ad starts with a scene of cricket ground. The background is urban. The
mood of the audience in the ad is very exciting as is generally in a cricket match.
People jump with excitement when their favorite player wins the match. Same is the
case with the girl shown in the advertisement. The cutaway shot of audience is shown
who are applauding. The players are in their white dresses like the cricketers in a test
match. In the next scene a girl is shown who is giving hi five to her friend who has won
the match.
In the next scene, the close up shot of the girl and the back shot of the boy
appears and they have smile on their faces And at this instant the girl says, “Congrats”.
The boy replies “thanks” with a big smile on his face. The emotion of love is visible in
their eyes. The Love appeal has been made use of for creating the desired impression
on the viwers.
The next scene is of the dressing room where boy‟s friends friends of the boy
start teasing him and ask, “kuch kiya nahi, mard ban yaar kuch humse seekh, yaar dekh
tu akela ladka hai jiske paas girl friend to hai par tu kuch karta hi nahi hai. Yaar ek baar
masti karke to dekh”. They are seen talking in a very casual way.
HIV helpline with logo and slogan
Wide shot of audience The girl is meets boy Dressing room shot
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The tagline or slogan of the ad is “Jawaan hu Nadaan nahi”.
An ad creates the desired effect only when it is visually interesting and the
viweres will eager to know what will happen at the next instance. The tone of the boy
and the girl, in which they talk, is really catching and dramatic.
After the logo of advertiser, the scene of dressing room reappears and the boy
replies to his friends, “masti ke liye saari umar padi hai pehle kuch banke to dikha du.
Jawaan hu naadaan nahi.” The ashamed faces of the boy‟s friends are shown. After the
shots of friends, and the logo of HIV with the slogan “jwaan hu naddan nahi” along
with the toll free helpline number appears with the male voice over “kisi bhi wajah se
HIV/AIDS ka chance na le”
The style is conversational. The Hindi word “yaar” is used twice in the
advertisement. A mix of Hindi and English language has been used in this advert. “Girl
friend”, thanks and congrats are the three English language words which have been
used. The camera moves from long shot to medium and suddenly to close shot and
makes the video worth watching. The voice quality is very good neither too loud nor
too low and appeals to audience. No musical sound has been used in the ad.
Advertisement 2- HIV COLLEGE
The ad is about HIV/AIDS. The scene is of a college corridor. A young boy
meets a young girl. They start walking together in the college corridor. The dress worn
by the characters shows that the college is in the urban area.
The voice over (VO) is the thoughts coming in the mind of the boy “Ladkiyaan
dimaag se nahi, dil se kaam leti hain…hansi to phasi” (the boy is watching the girl and
the thoughts are in his mind). Suddenly he tries to touch the girl on her face. The girl
nods her head as if saying „no‟.
Happy mood of the couple boy's finger towards girl CU of the couple (CU of girl)
The man thinks again, “inki naa mein bhi haan hoti hai” voice over (VO). The
dialogue is in his mind only.
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This ad is of conversational style, though the characters do not talk to each
other, yet they convers by gestures. He again tries to touch her and says “hey” The girl
immediately replies “meri naa ka matlab sirf naa hai…just friends.”
The girl is staring at the boy (CU) logo of advertiser with helpline no.
The romance appeal is used in this ad-the boy tries to be romantic with the girl.
Male voice over (VO) is “naa kehna aasaan nahi par jaruri hai…Kisi bhi keemat pe
HIV/AIDS ka chance naa le.”
The girl appears on the screen and says, “Jawaan hu nadaan nahi.”
The language of the ad is Hindi. „Just friends‟ and „chance‟ are the only English
words used. There are just two characters a male and a female.
Advertisement 3---AGE DIFFERENCE BETWEEN CHILDREN
The advertisement is for the married couples to advice them to keep the spacing
between children.
The advertisement starts with the mid shot of Super star Amitabh Bachchan
who is directly addressing the general public.
Mid CU and Extreme CU of Amitabh Bachchan Advertiser's logo
He says, “G dekh rahe hain, V dekh rahe hain, C dekh rahe hain. Arre bhai bas.
Ab kahin to fool stop hoga ki nahi. Aise hi agar saal dar saal bhabhiji ko bache hote
gaye to us bechari ka swasthya to gaya kaam se aur udhar bachhe ka pyar bhi bant gaya
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aur dekhbhaal bhi. Ab munna munni wala bahana chodiye aur bachho ke janam me
thoda antar rakhiye. Bahut se tarike aa gaye hain… jo pasand ho chun lijiye.” no other
character is shown in the ad. Amitabh Bachchan is convincing the couples to use some
methods or precautions to keep age difference between children. Though he does not
explain any method for this. The speech given by Mr. Bachchan is an authoritative
language. Only different shots of Amitabh Bachchan-mid shot, close up are shown. His
face expressions, hands movement, postures and gestures are enough to convince the
people. He has worn a very formal Indian dress to attract Indian people. In the end, the
logo of advertiser appears on the screen. The ad is in Hindi Language with only one
English word “Full stop.” The ad has no bed for music.The celebrity appeal is used to
convey the message. The main objective of advertiser is just to give message through
celebrity.
Advertisement 4---HEALTH CARE
The ad is about to maintain the health of family.
The ad starts with the shot of a middle aged man who appears to be very happy
and satisfied with his life. He is talking to another man. He said that he has a nice
family with a lovely wife and two cute children. he fulfills all their wishes (close up
shot of man, close up shot of his wife and the kids.)
CU of the man CU of Wife CU of children
Suddenly face of another man appears with the dialogue, “Is baar sehat leke
jao” and he gives one bag of skipping rope to him in a very happy mood. This is the
first line which shows that the ad is about some health issues. This is the main theme of
the ad. The ad is in the form of conversation.
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CU of another man Health instructions Advertiser’s Logo
Voice over- bharat mein teen crore se jyada logo ko diabetes hai or do crore
logo ko hridya rog hai (mid shot of the couple, man is showing skipping rope to his
wife). The scene appears to be of urban family, their dresses indicate about the urban
background.
In the end some instructions have been given to audience-take exercise daily,
take more and more fruits and vegetables, avoid fried food, advice the doctor in the
male voice over and in written form on the screen. The text used in the advertisement
was eye catching. The use of the letter font and the way in which the letters had
shadows and cracks were effective. It is evident that the author of this advertisement
had knowledge of art and design concepts. It was a successful use of design and text.
(background video of skipping exercise by the family and the video of these
instructions in Hindi language appears on the screen. Music is very slow in the
background.
Husband and wife jointly says, “Aaj se ek nai zindagi ki shuruaat karte hain”
(mid shot of couple and background of children playing with the rope.) this is the only
dialogue in couple‟s voice (both male and female).
Two main lead characters are the males who converse in the ad. Even the kids
do not utter even a single word. The kids are used in the ad just to present some happy
family shots. In the end slogan “Swasth parivaar, swasth bharat” in the male voice over
has been heard and logo of advertiser appears. The theme of the story is convincing.
The joy appeal is used in the ad. Advice is given to follow some instructions. So advice
appeal is also used in the ad.
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Advertisemnt 5---Pulse Polio
The ad strats with the shot of Amitabh Bachchan who is standing near a polio
booth. He addresses directly to the audience in a very authoritarian way. In the
background two ladies are vaccinated drops to the children.
MID CU of Amitabh Bachchan
He said in a satirical way, “Dhikkar hai hum par, polio ke booth pe itne kam
log…kab tak apne ghar baithe intezaar karte rahenge…kabtak apni zimmedaariyon se
muh modte rahenge…aarre bhai, maa baap to bacho ke liya kya kya nahi karte…do
boond jo aapke bacho ko zindagi de sakti hain uske liye tum chaar kadam nahi chal
sakte…paanch januaury or 9 february ko polio booth pe jae or apne bacho ko dava
pilae…chaliye…please…come on.”
The ad is in the form of speech. Only one character, Superstar Amitabh
Bachchan delivers the message. He tries to convince the people to go to polio booth.
The ad starts in a satirical way and ends with a request. Music in any form is not
presented here in this advertisement.
The ad is in Hindi language. Two English words „please‟ and „come‟ on are
used.The conversational word „arre bhai‟ is used to address the general public.
Celebrity appeal is used to attract the audience. The theme of the ad is just to give
information about polio disease and day scheduled for vaccination.
Advertisement 6 – SANITATION
The advertisement is about use of toilets.The ad starts with the scene of a house
in a village in which Bollywood actress Vidya Balan is counting the jars of pickle “ek,
do, teen, chaar, paanch, cheh panje”.
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CU of Vidya Balan Girl is sitting with mother
CU of Vidya Balan CU of little girl actress and girl‟s mother
The scene is of rural house. She has worn a typical saree like Indian villagers
used to wear. The little girl in school uniform sitting in the neighborhood house
instantly replies “tees”. Vidya says, “dimaag to havai jahaj hai tera.” Girl instantly
replies “Na na raacket,” Vidya again says ha ha rocket. Suddenly the girl starts to go
somewhere, Vidya asks the girl, „Rocket ji – kahaan‟ humour appeal is used in these
dialogues.
The girl replies, “amma, khet me… aai hai” (close up shot of the girl). Vidya
Balan offers some money to the girl‟s mother, “rakh le munni beemaar jo hone wali
hai.” Mother surprises to hear.Vidya continues, „khule me shauch karegi to uspe
mandrayengi makhiyan. Fir vahi makhiya tere banaye khane pe baith use dooshit
karengi aur munni ko bimar ghar pe shauchalaya banva aur istemal kar.‟
Celebrity appeal is used. Vidya Balan who worked in the movie The Dirty
Picture is a brand ambassador of government's sanitation campaign. In one of her
interview she said "For an actor, what can be a better thing than doing a dirty picture on
screen and off screen a clean picture. I think this role will work a lot because we are
working on a national movement.
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Fear appeal is also used in the above sentence. The best appeal to convince a
mother is to create the fear in her mind about the dangers of illness for her children is
her. Three appeals celebrity, fear and humor have been used in this ad. As far as
characters are concerned, a total of three characters have been used in the
advertisement. One is the celebrity and the other two are mother and daughter. In the
ad, there is Conversation between three characters. So this ad can be considered as an
ad of conversational style. The slogan “Shuru karein nirmal bharat abhiyan, Jahan soch
vahan shauchalaya” is clearly shows the name of the campaign i.e. „Nirmal Bharat
Abhiyaan‟
Language is very simple. The advertisement is in Hindi language. Only one
English word rocket is used in villager‟s language Raacket. Talk about toilets is
considred to be clumsy but this ad does not have any element of awkwardness. Three
Hindi words – Shauch, Shauchalaya, Doosht have been produced in a very simple and
understandable way to convince the people for use of toilets. The theme of the ad is
interesting and entertaining.
Advertisement 7---Malnutrition
The ad starts with the scene of a house where a woman is doing her household
activities. Suddenly his son enters (Wide shot of the house).
WS of the house CU of the little boy CU of mother‟s love feelings
The woman asks her son, “Arre aa gaye? Kaisa gaya exam?”
The boy starts sobbing……..(mid shot of the boy) the face expressions of the
boy tells that he is very upset and has got some problem in school. The boy is in school
uniform. The background scene seems to be a house of semi urban area.
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Then the mother asks more politely, “Kya hua? Arre kya hua?” The
advertisement shows the conversation between a mother and her son.
The boy replies with making big sighs, “Mujhko school me sab budhu budhu
bolte rehte hain. Mujhko kuch samajh me bhi nahi aata.”
The mother again asks, “Kya! Aaj kal thik se padhai nahi karta?” Till now his
mother thinks that he has some problem in his studies.
The boy replies in a sad mood, “Padhai to karta hoon lekin master ji bolte hain
ki tu budhu ka budhu hi rahega.” The word “master ji” used by the kid shows that the
kid goes to a school in rural or semi urban area because in urban area, students say sir
or madam to their teachers.
Then mother shows her love to son and consoles him by saying, “Koi mere lal
ko kuch nahi kahega. Sabko daantungi.”In Northern India „Lal‟ word is usually used by
mothers to show their love and affection towards boy child as used by the mother in
this dialogue. Suddenly celebrity Aamir Khan appears on the screen and the back
ground is of mother and son.
MS and CU of Aamir Khan Emblem of India Logo of Advertiser
He said, “Bache ko der se samajh aana. Jaldi thak jane ya baar baar bimar panda
ye sab kuposhan ke lakshan ho sakte hain. Kuposhan yani sahi poshan ki kami…Garbh
se leke janam ke pehle do saal bacho me iska sabse zyada khatra hota hai. Aaj desh ka
lagbhag dusra bacha kuposhan ka shikar hai yani shareer aur dimag se kamzor. To
aaiye milkar kuposhan ke khilaf ek jang ched dein.” The dialogues by Aamir Khan is in
the form of a speech.
Celebrity appeal is used to convey the message. Bollywood actor, Aamir Khan
is most widely used celebrity in social ads. At that time, his movie Taare Zameen par
was in lime light in which Aamir Khan helps a child who can‟t read due to some
psychological problem. The advertiser endorses Mr. Khan so that people can relate the
movie and the ad. The movie is for the parents that they should understand the
problems of the children inspite of scolding or punish them. This ad is for the parents
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who are having little kids. Little music is added in the end of the ad. The ad starts with
the conversation and ends with a speech. Fear appeal is also used indirectly in this ad
that the nutrition is very necessary for the development in the early ages of life
otherwise children will fall sick or society will make fool of them .
Advertisement 8---Immunization
The ad starts with the inspiring words of Indian film actress, Pallavi Joshi. She
is talking directly to audience about importance of immunization for children.
Close up of Actress Pallavi Joshi CU with advertiser‟s logo
She is directly addressing the audience that a mother must take her children to
nearest hospital for immunization to give them a healthy life. Health is the most
important gift that a mother can give to her children. She said, “Bachhe aapke hain to
zahir hai zimmedari bhi aapki hai.”
Domesticity is presented here. It is the dominant ideology as it presented the
woman as housewife and mother, as she carried out the functions of a wife and a
mother. In this advert, mothers are addressed to fulfil their duties to immunize the
child. This shows the gender biased socialization process in Indian society.
In the whole advertisement, Close up shots of Pallavi Joshi is presented. It is a
single character advertisement. Celebrity and the emotional appeal of advertising are
used. The ad is taken place in a house or a studio. The ad is in Hindi language, not even
a single word of English language is spoken. There is no music in the ad. Speech style
of ad is used. Though it is a very short ad film of just 28 seconds but the speech by the
celebrity Pallavi Joshi is enough to attract the audience emotionally.
Advertisement 9---Delivery at Hospital
The ad starts with the night scene of a house in a village where a lady is talking
to her husband.
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She said,“Dekho… bacha haspatal me hi hona chahiye.
Saaf aur surakshit jagah par. Tum bhi to yahi chahoge naa.”
Husband, “Haan haan par.”There is a question in man‟s mind. An old woman is
standing near the window. She appears to be their family member. She hears the talk of
the couple silently. In the villages, usually old ladies hear the talks of couples silently.
Same thing is presented here.the dresses worn by all the characters, the beds and the
background show that the background used is rural.
WS of the house Counseling in the hospital LS of couple Logo of Advertiser
The old woman comes close to the couple and says, “Par var kuch nahi. Bacha
haspatal me hi hoga. Yaad nahi Asha ne Janani Suraksha Yojna ke bare me kya kaha
tha. Is yojna me sahi samay par nikat ke swasthya Kendra me ANM didi ke paas apna
panjikaran karvao. Vaha garbh ke dauran bache ke janam ke samay aur uske baad ki
puri jankari milegi.”
The husband asks in worry about the expenditure of the hospital. Normally poor
people worries about the hospital charges samething is presented here. It appears that
they are poor.
The old lady replies,
“Haan haan haspatal ke kharche me sahayata bhi milegi. Samjhe…”
Then the voice over (VO) “Ji haan Asha ki madad se apne nikat ke swasthya
Kendra mein apna panjikaran karvayein aur surakshit matritva ka apna sapna saakaar
karein, Swasth bharat ki shuruat hoti hai swasth parivar se. Aapse.”
The villagers sometimes use English words in Hindi conversational style. The
word haspataal is also used in spite of hospital. The hospital scene is also of village.
The style is conversational. The plot of the story is quite natural from the beginning to
the end. The check up and counseling in hospital, the dialogues and appearance of
characters give the ad a natural look.
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Advertisement 10---Vote for the Best
The ad starts and ends with the speech of Superstar Aamir Khan. Bollywood
actor is appealing the public to vote an able candidate.
He said, “Apni beti ka rishta karne se pehle aap kitni baar sochte hain
hum…ladka kis khaandaan ka hai…kitna pada likha hai…uska chaal clan theek thaak
hai ya nahi…kuch log to jasoosi tak karvatae hain.”
Till this dialogue, nobody can understand what the ad is about? In the next
sentence, He said lekin jab hum apna desh kisi ke haath mein saunpte hain to kya hum
itna bhi dhyaan rakhte hain…zara sib hi chchaan been karte hain.
Hand expression and face expressions of Aamir Khan Slogan
In the next dialogue, he said that people can get the information regarding
candidates in the constituency they belong, the information regarding their education,
their involvement in any criminal case by just sending a message. Emotional appeal is
used in combination with celebrity appeal.
Comparison is made between the selection of a boy for marriage and casting of
vote to an able candidate. The theme of the ad is informative, comparative and
interesting and is beneficial for all the adults citizens of India. He advises the citizens to
cast vote to a candidate who is actually able to govern them.
He said, “sms kariye 56070 pe or type kijiye my neta space aapka pin code ya
postal code ya phir phone kijiye toll free number 1800110440 pe.
The slogan „Sache ko chune achche ko chune‟ contains rhyme. The slogan itself
tells the main theme of the story. This type of ads is time specific because appears only
during election time to awake the general public.
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The ad is in mix language. Many English language words criminal cases, sms,
space, pincode, postal code and toll free numberhave been used in this ad. The studio
background is used. It does not contain any type of music.
Advertisement 11---Food Security Bill
The ad starts with the scene of a market where a family is standing in front of
grocery shop run by government. The shop keeper says to people „aaj nahi aana.‟ The
family feels very upset. The dresses of the family members show that they are poor.
Suddenly Bollywood actress Anupriya Goenka appears on the screen and asks the
shopkeeper in a very sarcastic manner, “Kyu lala aaj inke hisse ka khana tu apne bacho
ko khilayega” Usually the word “lala” is used in the villages for shop keepers and same
is used here to give this ad a natural look of rural background. Shop keeper surprises to
see her and said; “nahi” The ad is in conversation style. The conversation starts
between shop keeper and the actress Anupriya says, „Kitne log hain‟ Shop keeper
replies „paanch‟.
Then Anupriya asks him to give the food to the family.
She said angrily
“To lala kya tolna bhi mujhe padega.”
WS of the poor family CU of the actress Funny face of shop keeper (CU) Banner of Food security
Shop keeper said to his servant in a very sarcastic manner, “O tol bhai”
Anupriya says in the end,
“Ye haq hai in gareebon ka…
Antyodaya yojana ke tehat gareeb se gareeb parivaar ko bhi har maheene
35 kilo rashan ka haq milta hai. Tu to kya koi bhi ise cheen nahi sakta. Samjhe…”
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Actress Anupriya Goenka is the main character of the advertisement. Celebrity
appeal is used here to give information. Bandwagon appeal is also used that other
people are being benefitted by this scheme so the audience should also make use of it.
The dialogues by the actress are so argumentative and authoritative. The language of
the ad is Hindi. The advertisement is shot in a village. The theme of the ad is to create
awareness about food security scheme run by government. The faces of shop keeper are
very dramatic. Music used in the ad is very appealing.
Advertisement 12---Literacy
The ad is about the right to education. There is no age limit to study. People can
learn and study at any age group.
The ad starts with a forest scene where two ladies of rural background start
walking after wood cutting. They are in a very pleasant mood. Suddenly a man on
bicycle stops them and asks, “ae chhori lakdiyaan lekar kahaan jaat rahi, and Zurmana
bharat padi. One of the ladies replies confidently, “imme koi zurmana nahi, bade babu
bole rahit se, bade babu ke board mein to yahi likh rahi se…pad nahi sakat kya.” They
start laughing. They are making fun of the man who can‟t read the instructions on the
board.
Wide shot of ladies man is watching the board WS of school WS of school and advertiser‟s name
Humor appeal is used in the advertisement. The language of the ad is Hindi with
some different dialect. The ad is conversational in nature because the characters are
exchanging the dialogues in an informal way.
The man starts chasing the ladies and reaches a school where many people of all
the age groups used to study.. The voice over (VO) is padne likhne ki koi umar nahi
hoti…ab pade kahi bhi kabhi bhi…Saakshar Bharat Abhiyaan…Adhik jaankaari ke liye
apne sarpanch se sampark karein.
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The slogan of the ad “ab pade kahi bhi kabhi bhi” actually depicts the theme of
the story that there is no age limit to study.
The advertiser has chosen the rural background people to convey the message
because in the villages, number of people who could not go to school is higher than in
urban areas. But now with the help of sakshar bharat Abhiyaan they can get education
even though they are young enough to go to school.
Advertisement 13---Aadhar Card
The ad starts with the background of a village with the background music. In
the next shot, film actress Anupriya Goenka enters in a house where an old lady is busy
in her household activities. She suddenly sees Anupriya and welcomes her with a smile.
Anupriya asks, “ Kaisi ho mausi?” old lady replies… Aja Aja Aja. Anupriya asks about
the old lady‟s health. The old lady says, “Arre kya batau. Paglaa gaya hai vo bank vala
babu…vo kehta hai bina pehchan patra ke khata nahi khulta. Khata kholne ke liye
rashan card chahiye, rashan card ke liye voter card chahiye, voter card ke liye bank ka
khata. Haye haye ab batao bhala.” The conversational language is used. In the villages,
villagers usually call the old ladies “mausi.” bank wala babu word is used by villagers
for clerical bank staff during conversation.
Anupriya said to the lady,
“iska ilaj main janti hoon. Par mausi tumne uski pitai vitai to nahi kar di naa.”
Old lady: Pitai ki hoti to acha hota.
Anupriya asks her to go somewhere and suddenly they reaches at Aadhar card
registration centre.
Man at Aadhar centre asks the lady to look at the computer. The background
music of aadhaar card “meelo hum aa gaye melon hamein jana” can be heard easily in
athe whole ad.
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The old lady gets surprised and asks, “Kya dekhu?” anupriya replies in a funny
mood, “Arre ghabra mat teri aankhon ki photo leni hai.”
They both reach at bank. The person sitting in the bank said, “Arre priya ji, aap
ne kyu takleef ki.
The old lady proudly said,
“Takleef to tujhe hogi babu. Ye le.”
Anupriya said,
“Mausi ko pehchan mil gai hai. Ab vo aap sab pe bhari padegi.”
Many people appears on the screen from different states and speaks in their own
dialect these three words
“Aadhaar hamari pehchaan”
Voice over: Aadhar aapka number aapki pehchan. Aadhar ab tak untalees crore logon
ki pehchan ban gya hai.
Anupriya appears on the screen and said,
“Kya aapne liya hai apni pehchan ka haq.”
Voice over: Meelon hame Jana hai…..
Celebrity and humour appeal is used. Humour appeal is used in two sentences,
Par mausi tumne uski pitai vitai to nahi kar di naa.” Arre ghabra mat teri aankhon ki
photo leni hai.” The plot of the ad story is very convincing that the old people can‟t be
ignored. They also have their identity. Three main characters are used in the ad. Public
places aadhaar registration centre and bank are used in the ad. The ad is in Hindi but in
the end slogan is spoken in different languages which shows that Aadhaar is for
everyone whther the individual belongs to any state. The music used in the ad is very
appealing.
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Advertisement 14 - Economic Census
The ad is about the census survey related to profession and income.
In the first scene, a man employed by the govt to collect the information about
profession, income and family status goes to a shop keeper and says, “Aap kis tarah ka
kaam karte hain.”
The shop keeper replies,
“Hamare ghar me hi hamari dukaan hai. Hum recharge coupon aur mobile ka saman
bechte hain. Aap is dukan ke malik hain?
Achha ye bataiye ki kya aapne dukan ke liye kuch karz liya hai?”
In the next scene, he switches to the audience and said that govt through its
officials is collecting information related to the work and profession This information
will be kept confidential and in turn this information/ data collected will help the
Government prepare better policies for the ultimate betterment of our society. This
survey will be done in all villages, semi urban areas and urban areas.
govt official and shop keeper (MS) Mid CU of official with banner Banner of slogan
The ad starts with the conversation format but suddenly takes the form of a
speech in the male voice over (VO) while the videos are changing with the dialogues
i.e. if the man is talking about doctor then the shot of the doctor, if he talking about
factory then shot of factory workers are used. Rational appeal is used in the speech.
Two rhyming lines Aarthik gananaa hamara prayaas…Aapka sahyog aapka
vikas are used in the end that is the slogan of the ad. The language used is Hindi. The
background is both urban and rural because this ad is for all the citizens irrespective of
the area they belong. The plot is not in the form of a dramatic story it is just to the
point.
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Advertisement 15---Birth Registration
The ad is about the necessity of birth registration which people usually forget.
The ad begins with the shot of the little girl who is asking about her birth date from her
family members. In the starting it appears as the ad is about some issues related to girl
child but as the story develops, audience comes to know that it is about birth
registration.
Emotions on the girl‟s face (CU of girl) Celebrity's CU Banner of Advertiser
The little girl curiously asks from her mother, “Maa mera janmdin kab hai.”
Mother replies, “Beta faagun me hui thi tu khoob barish ho rahi thi” the innocent face
expressions of the little girl shows that she is not satisfied with her mother reply. She
asks the same question from other family members but they all give different clues. It
means that even the family members of the girl don‟t know about her birth date.The
background is rural. The male voice over (VO) “Kaash inhone bhi birth registration
karvaya hota.”
The theme of the ad is interesting. The innocent and emotional faces of the little
girl‟s are used by to deliver the message. The advertiser uses a little girl as the main
role to portray a tug on the heart strings of the audience.
Suddenly the master blaster Sachin Tendulkar appears on the screen and said
that Birth Certificate helps in school admission, government job, voter ID card and
passport. People can get it free from gram panchayat or health center within 21 days
from the birth of child.
Nanhi si jaan ki pehli pehchan. The two rhyming words „jaan‟ and „pehchaan‟
are used in the slogan.
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The ad is in mix language. Many English words „school admission, government
job, voter ID card, passport, and Birth Certificate are used by Celebrity. Though the log
has Hindi words “janam parmaan patra” yet the advertiser use its English synonym
“birth registration” to make the ad more understandable and convincing. Celebrity
appeal is used in the ad to convey the social message.
Advertisement 16---Save Fuel
The ad starts with the scene of the traffic signal.
In the scene, A father and his son are sitting in the car. TV actor Ram Kapoor
acts as a father in the ad. The ad is the conversation between father and son. The son
suddenly says that he will open a cycle repair shop in the future because the people like
his father are wasting so much petrol and in future there will be no petrol…everybody
will drive the cycle. So much traffic, traffic lights and the formal dresses of both the
characters show that the background is urban. The theme of the ad is that one should
not waste petrol. It is not to the point. It is an indirect appeal from a child to his father
and to the audience indirectly.
Traffic light father and son in the car Ashamed face of father(CU) Banner of save fuel
Ram Kapoor immediately stops the engine and feels ashamed. The child
character is used because the innocence of a child can mould anyone easily. The
innocent voice of the boy and the smart thinking of the boy compels his father to stop
the engine at traffic light.The voice over (VO) is “khud hi saara petrol waste karenge ya
kuch apne bacho ke liye bhi bachaenge. Please kum se kum signal pe engine off
kijiye.” Fear appeal is used here that there will be scarcity of petrol for future
generations if people waste it today.
The purpose of this advert is to urge people to switch off the engine at traffic
signal. Getting people to change their habits is difficult and that‟s why informative
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adverts have to be so hard hitting. The ad is in mix language. Cycle repair shop, waste,
future, petrol, please, signals, off are some English words used here. Celebrity, fear and
satire appeals are used in this ad. The theme of the ad is very informative, entertaining
and simple.
Advertisement 17---Save Cooking Gas
The advertisement is about saving cooking gas and saving money
The ad begins with the kitchen scene where a newly married woman is cooking
food because the bangles in her hands show that she is newly married woman.
Suddenly a lady enters in the kitchen and said, „bahu nai saree ke liye thank you‟.
The word „Bahu‟ is used for the daughter in law. So one can easily understand
that the conversation is between mother in law and daughter in law. Mother in law says
lovingly, “Ubaal aane par tumne aanch dhimi kar di. Khana bhi tum bartan dhak kar
pakaa rahi ho. Is se cylinder zyada din chalega aur hum gas bil par salana dedh hazaar
rupaye tak bachayenge. Matlab aa gai naa tumhari taraf se nai saari. Baat to aakhir ek hi
hai beta.”
MS of the ladies in the kitchen CU of the daughter in law
Banner of Instructions to save gas
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This is a simple family advertisement in conversational style. Both the ladies
are talking to each other in a very simple language that is usually used in Indian
families. Only one English word thank you is used in the whole advertisement. Rational
appeal is used in the ad because the advertiser is talking about the ways to save cooking
gas and money. Humour is also shown in the conversation between two.
The male voice over is “Ubaal aane par aanch dhimi karein aur khana dhak kar
pakayein aur salana dedh hazaar tak bachayein. Brought you by PCR in public
interest.” The ad does not contain music.
The theme is quite natural because of the female characters i.e. ladies cook food
in the Indian families. They should have the knowledge about saving cooking gas. The
back ground is of urban house.
Advertisement 18 Ante natal care (gossip)
The ad is about ante natal care.
In the ad, two ladies are talking about some relative who is expected to come to
their house
Women 1: “Didi… bua aa rahi hai, Lagta hai kahabar lag gaiter. Ab saari batein
dohrayengi…Kyu ri… Doctaraani didi ko dikhaya ki nahi, jaanch barabar honi chahiye
aur haan card banvaya ki nahi.”
Second lady interrupts her and said,
“Blood pressure, khoon ki kami, pet ki aur bache ki harkat sunti hai naa. Do sui
tetanus ki leni hai aur so goliyan iron ki khani hai aur haan bachhe ka janam aspatal me
hi hona chahiye. Aur aaram, dhyan se khana pina aur haan zara unke paas…. Ha ha
ha.” They start laughing. Suddenly third woman appears and said, “Din bhar mazak
karti rehti ho tum dono. Kitna khayal hai bua ji ko tum sabka. Arre aspatal chode barso
ho gaye magar abhi logo ka sath nahi choda.”
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In the end the lady appears about whom thay all were talking and said “Tum
dono mera mazak udaa rahi thi. Ab meri chodo. Iski aur iske aane wale bachhe ke bare
me socho.”
The ad is in conversational style. It indirectly provides the precautions and
suggestions that are beneficial for the pregnant lady. The background is of rural
area.The four women characters are used in the ad. It is an indirect appeal to audience
to take care of the pregnant ladies. Rational appeal is used in the ad. There is no bed for
music in the ad. The slogan with advertiser‟s name in male voice over “Rashtriya
Gramin Swasthya Mission. Swasth bharat ki shuruat hoti hai swasth pariwar se…
Aapse” has been shown in the end.
Advertisement 19---Female foeticide
The ad is about to save the girl child. The ad starts with the scene of a hospital
where an old man is cleaning the board of ultra sonogaphy. He is watching the family
standing nearby.
TV actress Shweta Tiwari is playing the role of a pregnant lady. Her mother in
law says, “bahu mujhe ladkaa hi chahiye” shweta gets upset and watches his husband
and mother in law surprisingly. But the expressions of mother in law shows that she is
very dominating lady. Suddenly they all heard a voice…maa…maa…maa.
talking in hospital lady is feeling the baby with her hands shocking face (CU)
Happy mood of all the characters
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Everybody in the hospital is shocked to hear this voice. This is the voice from
her womb. The girl very innocently tries to convince her parents and said “abhi to
bhagwaan ne mere haathon pe kismet ki lakeerein bhi nahi banai or aap sabne meri
taqdeer ka faisla suna diya…maa mujhe jee lene do.”
Emotional, celebrity and tragedy appeal can be easily seen in the ad. The little
girl‟s innocent and emotional voice attracts the attention of all. The dialogues are very
convincing. These dialogues are the crust of the whole ad story. She says that she will
not be a burden on her parents rather she will help them in their old age. they don‟t
have to waste money on this abortion she will pray to god that her mother will see her
dead face.
Other People sitting nearbyin the hospital start crying. Their heart is filled with
sorrow. The mother in law‟s heart melts when she hears the emotional words by the girl
child and she said, “bahu kya soch rahi ho…ghar chale…nanhi pari ke swagat ki
tayyariyan bhi to karni hai …chale.”
The hospital‟s old worker‟s facial expressions show that he is feeling bad in the
beginning for the decision of abortion and in the end feeling happy with the decision of
not aborting the child.
Conversational style is adopted in the ad to make the ad lively and real. It is a
Hindi language ad.
Advertisement 20---Ante natal care (celebrity)
The advert is about Ante Natal Care. It provides instructions to care a pregnant lady.
The ad starts with Bollywood actress Juhi Chawla speech. She said,“Badhte
parivaar aur simatate sasdhano ki daud jaari hai. Isme sabse zyada prabhavit hai hamare
bachhe. Hum sabko koshish karni hai sawasth bharat banana ki aur iske liye sabse badi
zarurat hai maa ke swasthya ki. Garbhavastha me uski dkhbhal aur use khush rakhne ki.
Uske khan paan aur aaram ke sath doctor se kam se kam teen baar jaanch karwani
chahiye. Har jaanch me blood pressure, vazan aur khoon me iron ki matra sahi honi
chahiye. Bachhe ka janam aspatal ya doctor ki dekh rekh me hona chahiye.”
MID CU of Juhi Chawla Logo of Advertiser
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One worth mentioning factor about the ad is that there is no conversation. It is a
direct appeal made by celebrity to the audience about taking care during pregnancy.
People should try to make healthy India. „Swasth maa to swashth parivaar. Aur kya…‟
is the slogan of National Rural Health Mission. The punchline of the ad is „Swasth
bharat ki shuruat hoti hai swasth parivaar se. Aap se‟
Male Voice Over is Rashtriya Gramin Swasthya Mission. In most of the ads
male voice over is presented though the ad is about woman security, woman health,
female foeticide or girl education. There is a strong tendency to employ male voices
more often than female voices in the belief that male voices sound more convincing. As
a result, a gender stereotype is established which would appear to be upheld more by
tradition than actual advertising effectiveness. Same gender stereotype is presented in
this ad.
The advert is in Hindi language. Rational appeal is used in the ad. Nowadays
the work of celebrities is not just limited to entertaining the people but it also includes
playing a role model for social causes. The ad has no space for music.
Advertisement 21---Girl Education
The ad is about girl education.
In the first scene, The mix shots of girl‟s playing and her going to school appear
on the screen. When the girl is playing the other kids of her neighbourhood watching
her. Their eyes are filled up with some questions that the girl is going to school and
playing as well but they could not go to school. the next scene is of the night in which
the girl‟s Mother is cookingand the girl is studying. Suddenly weather changes and
electricity goes. Mother comes with an oil lantern and pats her daughter. The girl
smiles.
Wide shot girl and mother CU of children girl is studying in lantern light
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“Ise shikshit karo ye tumhara ghar sanwaregi…
Shikshit naari tumhare kai kulon ko taregi” this is the theme of the story.
Special effects are used on the text that appears in the advert these effects add a
glow to the text which changes in brightness.
Emotional appeal is used in the ad. Mother‟s emotions for daughter and the rhyming
lines in the end are very emotional.
This small advertisement has neither dialogue nor talk. It contains slow music in
chores. Scenes appear one by one but the actors in the advertisement do not utter even a
single word. Two rhyming lines are very attractive and convincing. The family shown
in the advertisement is not very rich. The scene is of a village where mother is cooking
food on traditional chulha.
Advertisement 22---Sex Ratio
The ad is about the female foeticide and the scarcity of girls in India.
The ad begins with the scene of a hospital where a gynecologist comes back to
her cabin after checking a pregnant lady. The doctor said to the husband of pregnant
lady that the growth of child is normal, but the man said “Agar ladki hui to, Abortion”
the whole ad is in conversational style. The man in the ad appears to be educated. His
dress shows that he belongs to some urban family. It gives a picture of Indian Male
chauvinist society where man himself thinks about abortion without concerting his wife
who has the complete right to take the decision about her baby.
Doctor‟s cabin graphical and statistical happy couple (CU) Advertiser‟s logo
presentation
The doctor replies that it is illegal. Today girls are equal to boys. They have
entered in each field politics, doctor, sports. In 2001 the number of girls of age below 6
years was 927 as against 1000 boys but in 2011 it has been reduced to 914. Graphical
presentation is used in the ad to show the decreasing number of girls year by year.
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Statistics appeal is used here because Advertiser has used statistics and figures
to explain the facts. The dialogues of doctor are so convincing that the man realizes the
importance of girls and said, “Beti hogi to ghee ke diye jalaunga.” That is why in the
advertisement, presentation and words has a great importance.
Hindi language is used in this ad. Only five English words Doctor, IA S,
politics, sports and Abortion are used in the whole advertisement. One proverb “ghee
ke diye jalaana” of Hindi language is used. The advertisement has no music at all. Only
three characters arehave been shown in the ad. The pregnant lady does not utter even a
single word though the whole talk is related to her pregnancy.
Advertisement 23---Emergency Contraceptive Pill
The advert gives about of use of birth control pills. This information is very helpful for
the betterment of family and to control the population of the country.
The ad starts with the film actress Parizad Zorabian‟s dialogue, “Kal main badi
mushkil mein pad gai jab priya ne Mujhe apni problem batai” from the first sentence no
one can undersatand who is Priya and what is her problem?
Mid CU of Parizad Mid CU of Priya Advertiser‟s logo
In the next shot a lady appears on the screen and said that yesterday she forgot
to take birth control pill…she has very small kids. Please tell the way to get rid of this
problem.
Now the audience realizes that this lady must be Priya who is sharing her
problem with Parizad. The ad has elements of both speech and conversation.
Parizad replies,
“Is mushkil se nikalne ka ek hi rasta hai. Emergency contraceptive pill Yani ECP.”
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Now Parizad directly turns to audience and said, “Agar Priya ki tarah aapse bhi
ye bhool ho jaye to 72 ghanto ke andar ye goli kha lein aur bilkul nishchint ho
jayein.Lekin please yaad rakhein ye niyamit garbh nirodhak upay nahi hai aur baar baar
lene se hanikarak ho sakti hai.”
The ad is in Hindi language. The Hindi word garbh nirodhak is used two times
but it is used so clearly and maturely that it does not look awkward. Two English words
problem and emergency contraceptive bill (ECP) are used. galti (mistake)word is used
for not taking precaution during sex because in Indian society, we can‟t talk about sex
very freely like other countries. The binary oppositions presented are problem/solution
in this ad because one lady tells her problem to other lady and the other one solves her
problem. Celebrity appeal is used. Fear appeal is used in the dialogue “baar baar lene se
hanikarak ho sakti hai” The background is urban. The ad is shot at Priya‟s house and
the studio from where Parizad is delivering her speech.
Advertisement 24---Tata Tea Choti shuruaat
This ad is about the equality of women. The ad comes after Delhi gang rape
case of 2012. Shahrukh Khan, as an actor makes a commitment, a small change (choti
shuruaat) to make a positive difference to women in the film industry.
As the ad starts, a girl sets herself to take Shahrukh Khan‟s interview. She starts
the conversation, “Hi Shahrukh, aaj Women‟s day hai and women love you. Wome‟s
equality or women‟s rights ke bare mein aapki kya rai hai” The camera is zoomed in
close to his face expression. . Shahrukh replies bluntly, pointing high with his finger
“Stree ko purush ke barabar nahi hona chahiye!” The girl gets surprised by what he
said. Shahrukh smiles, twists his fingers and says, “Aage hona chahiye”. The girl
understands his wit and smiles as he continues to say, “Sab me education, medicine
politics...”
She says,
“Filmon me kyun nahi..? Titles me kyun hamesha
Hero ka naam heroine ke naam ke aage hota hai?”
Shahrukh becomes speechless and starts thinking. This campaign broke on
Women‟s Day, 2013. Shahrukh asks to roll the camera again and says, “Ab se meri har
film me heroine ka naam mere naam se aage hoga!” VO: Bade badlav ke liye har ek ko
choti shuruaat karni padegi. The ad is in the form of conversation.
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Interview shots The camera is zoomed in and Shahrukh (CU) is pointing & twisting his finger
Banner of Tata Tea
In this infomercial, Shah Rukh pledged that he would place the names of
actresses in his movies, before his own - a trend that was yet unseen in
conventional Bollywood cinema till date. As on date, Shah Rukh has maintained this
pledge with his new move, Chennai Express, carrying is name after that of the movies
female lead, Deepika Padukone.
The brand, Tata Tea, which campaigned from vote to corruption to positivity,
now turned to galvanise public opinion around the theme of „Bade Badlav Ki Choti
Shuruaat‟, urging viewers to fight a deep-rooted societal gender bias against women.
The theme of the ad is quite informative and it is the need of hour at that time. The
timing of the Jaago re commercial was relevant. What the country needed was an
awakening. So on the eve of Women‟s Day 2013, TGB launched a television campaign,
encouraging its viewers to make the momentous „choti shuruaat‟ (small beginning).
Celebrity appeal is used here in this ad, brand ambassador and film icon Shahrukh
Khan spoke of starting the change with himself: he will use his best endeavour that
every film that he produces from now on would feature the heroine‟s name before his
own. The language of the ad is Hindi.
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Advertisemnent 25---Lead India by TOI
Times of India group has taken an initiative to lead India campaign series. This
ad campaign is presented in 2013. The ad is about the youth. Theme of the ad is that
anyone has a spark to lead. The need is just to realize it. The ad starts with the shot of a
young man running with a big piece of furniture in his hands and making big sighs. In
the background song of lead India i.e. baithe rehne ka time khatam….ab main hi hu
…ab main hi hu.
It shows that everybody can lead just he/she have a feeling that he/she is the one
who can do this… the theme of the story is inspiring. How young committed individual
can bring a real change. Then the people are fighting, some are arguing they all taking
furniture in their hands and running they all reach at a common place. They all throw
their furniture and one young lady among them fired all the furniture. This is the
campaign where young girls and boys have got all fired up with the urge to change
rather than blame the system from their comfort zones.
At a time when Indians are filled with negativity and pessimism, the 'I Lead
India', a Times of India initiative presents an alternative that goes beyond armchair
criticism.
Beyond demonstrations and appeals, it urges people to stop pointing fingers and
blaming others. Instead, it pushes to stand up and be counted. For once in life, be the
change you want to see around you. Stop pontificating and theorizing. Stop making
tongue-in-cheek remarks. Stop taking digs at the government on social media.
Bandwagon appeal is used here that if she/he is leading others then everybody can lead.
'I Lead India' is a clarion call. The time for talk is over and the time for change is here.
The CU of man The people are running (WS) WS of people throwing furniture
Fire light in hand CU Burning WS Advertiser‟s name
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It shows that if one man runs with the furniture in hand for agitate something,
other people start follow him. It means that any person can lead the world. They have to
believe in themselves. The ad is in the form of a song. Its music is very appealing.
Music is played throughout the advert No conversation between actors or characters.
This ad is for youth so all young people have been shown in the ad. The face
expressions of the characters shown are very attractive. They all have sparks in their
eyes to change the world. The background is of urban. The advertisement is in Hindi
language
Advertisement 26---Drink and Drive
The advertisement is about law in India related who drink while driving their
vehicles. The young persons are shown in the advertisement because young blood
mostly do such things and take the law in their hands.
The ad starts with a wide shot of a car on the road with the laughing voice of
young boys. They have bottles in their hands talking to each other in the driven car. The
boy said this is good…bar in car. The boy who is driving the car says “ise kehte hain
karoboor” the other boy says, “police se darr nahi lagta” the boy on driver seat replies,
“police to tab pakdegi jab gaadi idhar udhar jaegi, meri gaadi mere control mein hai” At
the same instance, a gate appears in front of them like that of a prison
WS of the road Young men in thecar Prison and CU
WS of check post Advertiser‟s logo
In The next scene a policeman is standing at a police check post and said “gaadi
control mein ho ya na ho gaadi chalane wale ab hamare control mein hain. Sharaab
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peekar gaadi chalaane par aapko do saal ki jail or teen hazaar rupye jurmana ho sakta
hai.” The fear appeal is used in the above sentence. A fear appeal in advertising is a
message that is designed to scare the intended audience by describing a serious threat to
them. This advertising tactic used in this ad is to motivate the intended audience not to
mix drink and drive.
The voice over with the picture comes with the dialogue
“Sharaab peekargaadi chalaana dandneey apraadh hai,
kanoon ka paalan kare, surakshit rahe”
Kya chahte hain aap- zindagi ya jail? Only three characters are used in the
whole ad. The language is very simple and understandable. Three rhyming words- car,
baar and karobaar are used. The English word control is used two times and the Hindi
word gaadi is used four times in the ad. It is one of the most appealing social ads using
fear appeal to make the people aware about the threat related to drink and drive. The
dress of young people and the roads show the urban background.
Advertisement 27---Blood Donation
The advertisement is about the blood donation. The ad starts from a restaurant
scene with a full shot of restaurant which appears to be either the ad of some food item
or anything else. A young man is sitting in a restaurant with the menu card of restaurant
in his hands, but as the story develops the audiences come to know it is about the
involvement in blood donation activity.
A little beautiful girl appears and says, “thank you” to that man (medium shot of
both the characters and the background is of a restaurant where people are sitting but
we can‟t see the clear face of other people sitting in a restaurant except these two that
are major characters of the advert.
Suddenly, the shot changes to close up shot of young man. The young man
asked surprisingly,
“aap mujhe thank you kyu keh rahi ho?”
Astonishment can easily be seen in his eyes.
The girl innocently replied, “mujhe thallesimia hai or har mahine aap jaise
uncle-aunty khoon dete hain or meri madad karte hain. Par mujhe pata nahi wo kaun
hai isliye sabhi ko thank you bol deti hu.(close up shot of little girl)
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The young man replies,
“maine to kabhi blood donate kiya hi nahi.”
The girl innocently says,
“next time ke liye”
The theme or story plot of the ad is very interesting.
Wide shot of restaurant Sad face of the girl (CU) Guilt feeling CU
Banner of instructions Characters in happy mood & advertiser‟s logo
In the picture, the guilt face of young man shows his the feeling of regret. The
picture of encourage blood donation with male voice over “18 saal ki umar se rakt daan
kare ye kisi ki zindagi bacha sakta hai” appears on the screen.
After that medium shot of both the characters appears who are in a very happy
mood and the young man said “kar ke dekho achcha lagta hai”.
“Thank you”, “blood donate”, “thallesemia”, “next time” are the English
language words used in this advertisement just to make the people understand the ad.
The word blood donation is used three times in different synonyms -khoon daan, rakt
daan and blood donate. Bandwagon appeal is used that many people donate blood the
audience should also do. The emotional appeal is used to encourage the people for
blood donation. The innocence of a child character is used to convey the message.
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Advertisemnt 28---Anti smoking
The ad starts with the scene of railway station where passengers are sitting on
the platform, train is going on, and luggage is placed. Complete view of railway station
is shown.
WS of railway station CU of three characters
There are two old men sitting on a bench near veggie shop. A young man is also
sitting nearby who is smoking and talking to someone on mobile. Suddenly one of the
old men stands and goes to the veggie shop to buy some veggies.
The old man forcefully put a veggie in young man‟s mouth and says, “ye gobhi
ka”(over the shoulder shot)Young man says, “mujhe nahi khana kyu jabardasti kar rahe
ho” funny faces of the young man and of the old man are very attractive. The old man
replies, “maine bhi cigarette kahan maangi thi phir bhi tumne apna dhuan mujhe pilaya
na, ab badle mein mera bhi kuch farz banta hai, ye lo mirchi ka pakoda. The humour
appeal is used in this sentence.
Agar tumhe cigarette pee peekar marna hai to shouk se maro magar kisi or ko
apna partner mat banao. Thodi si sharam karo (Over the shoulder shot of young man
and old man). The fear appeal is used here that smoking kills a man.
The style is conversational because characters are talking to each other.
Two old men and one young man are the three major characters of the ad. The
play on words appeal is used in the ads. This appeal is used when the advertisers use
words or dialogues to convince the people to do or not to do certain things. This is one
of the awards winning social advertisement. The old man very tactfully said,
“tumhe agar cigeratte pee peekar marna hai to maro…
lekin kisi or ko apna partner mat banao…kuch to sharm karo.”
The ad is of urban area. The dialogues are full of humor. The language is Hindi.
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Advertisement 29---Smoking (imitation)
The ad is about anti smoking. The ad starts with the scene of a garden where a
little boy and his father are enjoying the cricket match commentary. The little boy is
imitating his father. They both have newspapers in the hands, when father put the
newspaper on bench the little boy also does the same. When the father yawns the little
boy again does the same. When the father takes out one cigarette and starts smoking the
boy starts acting like smoking. They both don‟t even utter a single word but they are
talking to each other through gestures and signs so it can be said that the ad is
conversational in nature.
The son is imitating his father The logo of advertiser
The scene is of urban area. The ad shows that the children imitate their parents.
They act like their parents. So don‟t indulge in the bad habits. The theme to use the
story of father and son is very appealing.
Voice over (VO) is
“apne bache ko bahut kuch seekhaana chahte hain aap…cigarette peena bhi?”
This one line conveys the main objective of the ad. The humour and fear appeal
is used in this ad.
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Conclusion of qualitative analysis of selected social ads of TV
The qualitative analysis of the selected social advertisements shows that the
content of advertisements varies according to the social message it wants to convey.
Characters, appeals, themes, background, area, language, style, slogans, music, voice
over and shots all are different essential aspects of advertising copy upon which success
of an advertisement campaign depends. The copy strategy should summarize the
objectives of the advertising; provide a tight demographic and attitudinal description of
the target audience. Importantly, it should close with the desired consumer response --
how you want the target to think, feel, believe and behave after having been exposed to
advertising.
Quantitave analysis of selected social ads of TV
In this analysis, the analysis of characters, shots, music, language, slogans and
style of selected social advertisements of TV is presented.
Characters used in Social service Advertising
Actors play an important role in advertising. They act like real characters.
Success of an advertising campaign depends on characters also.
Men and women
Many male, female and child characters are used in the ads. The gender roles
are often portrayed in advertising in a different way. Advertisers think that both men
and women are different to develop stories, to convey messages.
Child characters
Children are the most important community to affect the people at a large scale.
Their innocent faces can compel anybody to obey them. So children are used in many
advertisements whether commercial or social. Children tend to impact the decision
making of family regarding choice of product like colour; size etc and also they are the
future customers so they need to learn today. But other part of research shows that
human nature is very soft and especially when it comes to kids. In order to leverage
upon this emotional feeling media and marketers are trying to succeed through
generating emotional attachment with children whatever the product category is so that
they can insist on purchasing the specific product for their use. Also, it catches the
sensitiveness of viewers of television etc and bound to have view at advertisement.
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Also, children counterpart focuses many times to watch particular advertisement where
people of their age performed in advertisement. It thus increases the reach to audience.
Children pay more attention to adverts than adults, particularly when they include
jingles, cartoons, humour, and elements borrowed from popular culture.
Celebrities
Advertisers also use famous people to provide social messages. How can we
forget Amitabh Bachchan for Pulse Polio Campaign? Celebrities are the individuals
who are very popular among people. Nowadays, corporate, government or most of the
advertisers endorse celebrities in their advertisements. The celebrity plays the role of a
source in advertising it is usually believed that if the source is credible in a
communication process then the acceptance of message is high. Celebrities command
great adoration among people and thus positively influence their mindset.
The use of celebrities in all types of advertising is very popular nowadays.
Celebrities have the ability to sell any product, service or idea because people follow
their style, dressing sense and habits. Celebrities work as source for advertising and the
responsibility to attract people is higher when the aim is not to sell products but to
change the mindsets of people through social advertising. Amitabh Bachchan, Aamir
Khan, Rani Mukherjee and other celebrities from television and sports field are
endorsed in social welfare advertisements.
In a study commissioned by the health ministry and UNICEF and conducted by
the Social and Rural Research Institute in 2012 found that 73.6 percent guardians with
children under the age of five in lower socio-economic categories could recall the polio
TV ad featuring the star. For an entire year there has been no case of polio reported in
the country for the first time since the campaign began. That is fantastic for a country
plagued with the disease for years. One of the studies conducted on effectiveness of
celebrity endorsement toward TV viewers it was found that Charisma is the most
important factor for success of celebrity endorsed ads followed by expertise and
trustworthiness. It is also concluded in the study that celebrity endorsement gain more
public coverage than any other ads. The analysis of characters in the selected ads is
shown in the table given below:
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Table 10: Characters used in selected 29 Social Ads
Sr. No. Name of the Advertisement Male Female Child Celebrity
1 AIDS Awareness College 1 1 - -
2 Age difference between
children
- - - 1
3 Pulse polio - - - 1
4 Blood donation 1 - 1 -
5 Sanitation - 1 1 1
6 Malnutrition - 1 1 1
7 Immunization - - - 1
8 HIV cricket 1 1 - -
9 Drink and drive 3 - - -
10 Anti-Smoking 3 - - -
11 Literacy 1 2 - -
12 Economic Census Survey 2 - - -
13 Healthcare tips 2 1 2 -
14 Anti Natal Care celebrity - - - 1
15 Save fuel - - 1 1
16 Vote for the best - - - 1
17 Food security bill 1 - - 1
18 Birth Registartion 1 2 1 -
19 Save cooking gas - 2 - -
20 Anti Natal Care (gossip) - 4 - -
21 Female Foeticide 2 - - 2
22 Aadhar Card - 1 - 1
23 Girl education - 1 1 -
24 Emergency Contraceptive Pill - 2 - -
25 Tata tea jaago re - 1 - 1
26 Sex ratio 1 2 - -
27 Smoking in front of children 1 - 1 -
28 Times of India Lead India 2 1 - -
29 Delivery at Hospitals 1 2 - -
Total 23 25 9 13
Total characters used----70
It is clear from the above table that total characters used in 29 ads are 70 from
which male and female are 23 (33%) and 25(36%) respectively. Though some
advertisers think that Women were more likely than men to not have a speaking role
about a product but it is not true with social advertising because their ratio is almost
similar. But this is not the case with voice over. The voiceover is a very common
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feature of TV advertising across the world. Of the ads in the present study, 86% percent
(25 ads) include voiceovers. 21 ads have male voice over and only 4 ads have female
voice Since they are so common and can be edited relatively easily, voiceovers are a
worthy topic for scrutiny. Out of 29 advertisements under study, 8 advertisements
contain children. Total child charcters used in 29 social ads are 9 (13%) out of total 70
characters. Use a child character in the advertisement has become a trend nowadays
because a child can attract the attention very easily and can convince the people. Blood
donation ad, save fuel, birth registration, sanitation, malnutrition and anti smoking are
the ads in which the lead role is played by children.
Celebrity Used in Social Advertisements
In the present study, out of 29 advert, 13 ads i.e. 45 percent advert have a celebrity
appeal.
Table 11: Celebrity Used in Social Advertisements
Sports Bollywood TV Actress
1 9 3
Among These 13 celebrities, nine characters (69%) are from Bollywood and
three characters (23%) belong To TV serials and only one character (8%) is sports
celebrity. These three categories of celebrities are usually endorsed in the advertising.
In one of the study by Shitole and Bageshree it was found that ads with the film stars
had a higher recall than television stars.
The celebrity endorsement is no doubt helps in creating awareness about the
cause but the thing is that the personality of celebrity and the message sometimes do
not match. It depends upon the thinking of advertisers.
For example: Vidya Balan who worked in The Dirty Picture in 2011. At the
same time Rural Development Minister Jairam Ramesh successfully roped the celebrity
to the campaign for building toilets and maintaining sanitation and hygiene and said
that Vidya's involvement in the campaign will help make it a national obsession. The
questions have been raised by reporters that the actress who had a dirty picture in reel
life will people like her in a role to end the menace of open defecation in the country,
an issue closely related to women's health and security. But the minister replied, "This
is a clean picture (for Vidya Balan),"
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Celebrities are sometimes selected by advertisers just to make the campaign
successful. They donot think about the connection between campaign and the image of
celebrity. For example, in the ad of birth registration, Sports Celebrity Sachin
Tendulkar was selected. It will be more appropriate to select the sports celebrity in
healthy tips advert.
Language in social ads
Language is a powerful tool for a human being to communicate with others
effectively. Therefore, the use of right and effective language both in spoken and in
written brings success. All the successful persons use select vocabulary in order to
attract their audience and get success in their life. Likewise, the kind of language used
in advertisements in mass media as well as in leading journals and newspapers brought
big success to advertisers and companies, govt or whosoever is advertising. Advertising
Language has a powerful influence over people and their behaviour. This is especially
true in the fields of marketing and advertising. The choice of language to convey
specific messages with the intention of influencing people is vitally important. Visual
content and design in advertising have a very great impact on the consumer, but it is
language that helps people to identify a product and remember it.The advertising
personnel have to consider the emotive power of the words they use. First, they make a
decision about what to communicate and what to withhold.
Advertisers use the manipulation of language to create claims that suggest
something about their products without directly claiming it to be true. But it is not with
social advertising because the aim is not to attract the people towards particular product
but to provide social messages in most understandable way. When we talk about
language we talk about every aspect of language: antonym, synonyms, dialect, binary
oppositions. In the developing country like india, people generally use mix language
English and Hindi for conversation. Sometimes depending upon the presentation
background, regional languages like Haryanvi and Punjabi is also used.
Taglines and slogans
In today‟s world of revolutionary advertising, success of an advertisement
campaign depends how innovative and catchy your methods are. Ad Taglines and
slogans play an important role in grabbing the attention of targeted segment as well as
audience at large. It is also effective in social service advertising. Advertising Slogans
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not only help to convey the message to audience, but also make a deep impression on
their minds and help to form a recall value. There are many taglines/slogans of social
advertisements which have and will always hold a distinct place in the minds of
audience.They are short, memorable phrases in used in advertising. People mostly
forget the advertisements but they always remember the slogans. It is mostly of 2-10
words and usually appears in the ending of the advertisement. It can be used in writeen
form or in voice over. Sometimes both forms are used.
Style of the Advertisements
Advertisements can have any style of communication style denotes the way for
conveying the message. It can be in any form conversation, speech or song.
Conversation style is regularly used in ordinary discourse to facilitate
conversation, viewers will generally derived the intended interpretation but with less
counter argumentation. This style could actually make the message more persuasive in
effect than direct claims stated explicitly. Speech is also adopted by advertisers to
deliver the message most of the time, these speeches are delivered by well known
personalities i.e., celebrities. In the speech format, the speaker directly addresses the
audience to convey the message. Aamir Khan‟s vote appeal a speech format but Tata
Tea Jaago Re is a conversational advertisement. The objective of both the
advertisements is to awaken the general public to use their right to vote. Song style is
also adopted by the advertisers nowadays. Sense of hearing is very important but it is
very difficult to associate a particular sound or music to a specific message. Advertisers
realize this as a result they try to find the best music to include in their advertisements.
Sometimes songs are a huge success while audience mutes the TV when they hear the
beginning notes for an advertisement. Sometimes advertisements have a musical bell
from beginning to end. These type of advertisements just to inspire people to act
against something.The best example of song format the 1st advertisement of campaign
„Tum Chalo to Hindustan Chale in 2007-08 Baithe rehne Ka Kaam Khatam Ab main hi
hu. One advert appear in 2007 by campaign of India Govt. the advert starts as national
anthem start Jan gana man & ends as it stops.
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Table 12: Tagline Language & Style of Selected Social Ads
Sr.No Name of the
Advertisement Language Style
Slogan Hindi Mix Multi Conversation Speech Song
1 AIDS Awareness
College - - - -
2 Age difference
between children X - - - -
3 Pulse polio - - - -
4 Blood donation - - - -
5 Sanitation - - - -
6 Malnutrition X - - - -
7 Immunization X - - - -
8 HIV cricket - - - -
9 Drink and drive - - - -
10 Anti-Smoking - - - -
11 Literacy - - -
12 Economic Census
Survey - - - -
13 Healthcare tips - - - -
14 Anti Natal Care
celebrity X - - - -
15 Save fuel - - - -
16 Vote for the best - - - -
17 Food security bill - - - -
18 Birth Registration X - - - -
19 Save cooking gas - - -
20 Anti Natal Care
(gossip) - - - -
21 Female Foeticide - - - -
22 Aadhar Card - - - -
23 Girl education - - - - -
24 Emergency
Contraceptive Pill - - - -
25 Tata tea jaago re - - - -
26 Sex ratio - - - -
27 Smoking in front of
children - - - -
28 Times of India Lead
India - - - -
29 Delivery at hospitals - - - -
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The table reveals that out of 29 adverts under study, 15 (52%) are in Hindi with
no English words and 12(41%) adverts are of Hindi with some English words. Only
one ad is of AAdhaar card in which different languages of different Indian states are
used. There is also one ad i.e. about girl education which has no dialogue but the
written language in slogan is Hindi.
Slogans used in the advertisements under study, Jawaan hu nadaan nahi, Karke
dekho achcha lagta hai, Sache ko chunenge achche ko chunenge, Sawasth bharat ki
shuruaat hoti hai sawasth pariwaar se, aapse, Bache bude or jawaan, aadhaar hai sabki
pehchaan, Swasth parivaar swasth bharat, jahaan soch wahaan shauchalya, nanhi si jaan
ki pehli pehchaan, ab pade kahin bhi kabhi bhi, make a chhoti shuruaat, lead india. Out
of 29 social service adverts under study, there are 5 advertisements “age difference
between children, malnutrition, immunization, birth registration and female foeticide”
which do not have slogan. All these 5 (17%) advertisements have celebrity appeal.
Perhaps the advertisers think that the celebrity appeal is sufficient for the ad
effectiveness that is why they have not given any place to slogan or tagline in any form.
Remaining 83% have slogans or taglines.
Among 29 advertisements under study, 23 adverts are in conversational style. In
these advertisements characters are conversing with each other. It usually contains
dialogues but sometimes the characters do not exchange dialogues, they just talk to
each other through gestures eye expressions and signs. These are 17 total 29
advertisements use speech format to convey the message. All these fine adverts are of
celebrities speech why speech advertisements and mostly celebrity advertisements. It is
because if a common man delivers a lecture in the advertisements no one bothers or a
very few people listen but when celebrity addresses, people listen curiously just
because of celebrity.There is only one advertisement which is in the form of song i.e.
Lead India by Times of India. The advertisement starts and ends with the song . No
exchange of dialogues in advertisement just a song of inspiration to Lead India.
Background of the ad
The background is area selected by advertising personnel according to script of
advertisements. It can be a broadly divided by two ways first is the background area
and another is the place of advertising. The background area is further divided in to
three categories-urban, rural and studio background. Selection of area varies according
to message of the advert and the target audience. For example, rural background is used
133
in the ad of use toilets. It is because in urban areas, there are toilets in maximum houses
but in most of the villages people still have to go outside for toilets. The target area here
is rural population so rural background is used. But the advertisements featured in
studio like vote for the best ad, immunization, Ante Natal care, Age difference between
children have made for the citizens of India whether belong to rural or urban
background.
Out of 29 social service adverts under study, 59 percent advertisements have an
urban background and 27 percent and only 14 percent have a studio background. The
success of advertising also depends upon the area selected according to target audience
and script.
Place in advertisement
Same case in the place selected for advert place can be broadly divided into
Public Place like Cinema Hall, Railway Station, Hospital, Restaurant, Market etc. and it
can be featured at Rome and sometimes while driving any vehicle. It is not necessary
that only one place is used in the while advertisement. It can be a combination of two or
more. An advert can have a start at home and ends in public place like market etc. out
of 29 advert under study, 14(48%)have used public place as its background place Home
is used as a background place for 6 (20%) advert. Only one advert „save fuel‟ starts and
ends in a car actually. It depends upon the message it wants to convey 3 adverts have
used studio as background. There are 3 advertisements which have a combination of
public place and Home and combination of public place and vehicle and combination
of public and studio are use in two advertisements one each.
Music in advertising
Audio or sound is an integral part of radio and television advertising
encompassing voice and music. Music has become an important part of the marketing
tool‟s scope. With the intensifying usage of television and radio as the mean of
communicating with the consumers, music and jingles cannot be neglected. Music can
serve overall promotional goals in one or more several capacities. Music can calm us,
excite us, emotionally move us, sadden us and soothe us. It can be loud or slow. It can
be a song, background tune or any other form. The classic "jingle" is the most common
musical technique for aiding memorability and hence recall. Some of the biggest
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products and companies in the world are successful not just because of customer
satisfaction, but because customers like a particular jingle in an advertisement.
Table 13: Music used in selected Social Ads
Sr. No. Name Of The Advertisement Soft Music Loud Music No Music
1 AIDS Awareness College - -
2 Age difference between children - -
3 Pulse polio - -
4 Blood donation - -
5 Sanitation - -
6 Malnutrition - -
7 Immunization - -
8 HIV cricket - -
9 Drink and drive -
10 Anti-Smoking - -
11 LITERACY - -
12 Economic Census Survey - -
13 Healthcare tips -
14 Anti Natal Care celebrity - -
15 Save fuel -
16 Vote for the best - -
17 Food security bill - -
18 Birth and Death Registration - -
19 Save cooking gas - -
20 Anti Natal Care (gossip) - -
21 Female Foeticide - -
22 Aadhar Card -
23 Girl education - -
24 Emergency Contraceptive Pill - -
25 Tata tea jaago re - -
26 Sex ratio - -
27 Smoking in front of children -
28 Times of India Lead India - -
29 Delivery at hospitals - -
A good jingle catches the customer's attention and makes him (or her) think
twice about a product; a bad jingle might make a company famous for the wrong
135
reasons, or dissuade people from looking at a certain brand. A jingle is a catchy phrase
of words combined with mesmerizing tune or just a short repetitive song. A good jingle
instantly recalls the product visualization, its brand name and full video advertisement
in the sub-conscious of the listener or viewer. Entertainment aspect of music makes an
advertisement more appealing to the viewer by simply making it more attractive and
aesthetic thereby engaging more attention. The music functions more as bridge between
viewer and advertisement in this case. Structure and Continuity is another basic
attribute of music to support or mediate between disjoint images and emphasize
dramatic moments within the advertisement by giving them typical musical figures,
harmonies or melodies. Memorability “music tends to linger in the listeners mind.”
“Singing commercials‟ or jingles make up a self-contained genre.” Target Identifier
Different types of music can function as a “nonverbal identifier” of attributes associated
to specific groups or life styles which makes it possible to appeal to these groups by
using certain kinds of musical genres. Music is “arguably the greatest tool advertisers
have for portraying and distinguishing various styles.”
Lead India advert by Times of India is a musical advertisement. The ad is in the
form of a song without any dialogues. Though the music is loud but its loud music has
a great connection with the message and concept. Out of 29 advertisements under
study, 18 advertisements (62 percent) have music beds among which 14 ads are of soft
music and only 4 contain loud music. There are 11 advertisements that do not have any
element of music.
Shots used in advertising
A shot is a series of frames that runs for an uninterrupted period of time. Film
shots are an essential aspect of a movie where angles, transitions and cuts are used to
further express emotion, ideas and movement. It is broadly divided into three
categories: wide shot (WS), Medium Shot (MS) and close up (CU). Wide shot is when
the subject takes up the full frame, or at least as much as comfortably possible while
mid shot shows some part of the subject in more detail while still giving an impression
of the whole subject. In CU shot, a certain feature or part of the subject takes up the
whole frame.
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Table 14: Shots used in selected Social Ads
Sr. No. Name of the Advertisement Wide Close up Mid Total shots
1 AIDS Awareness College 1 14 2 17
2 Age difference between children - 3 2 5
3 Pulse polio - 1 1 2
4 Blood donation 3 5 6 14
5 Sanitation 2 3 4 9
6 Malnutrition 3 5 3 11
7 Immunization - - 1 1
8 HIV cricket 2 10 6 18
9 Drink and drive 2 5 7 14
10 Anti-Smoking 2 17 2 21
11 Literacy 5 9 3 17
12 Economic Census Survey 11 9 5 25
13 Healthcare tips - 5 3 8
14 Anti Natal Care celebrity - 1 2 3
15 Save fuel 1 15 4 20
16 Vote for the best 1 1 2
17 Food security bill 2 19 6 27
18 Birth and Death Registration 3 5 2 10
19 Save cooking gas 1 3 2 6
20 Anti Natal Care (gossip) 1 8 3 12
21 Female Foeticide 3 9 7 19
22 Aadhar Card 9 5 9 23
23 Girl education 3 4 6 13
24 Emergency Contraceptive Pill - 6 4 10
25 Tata tea jaago re 2 12 7 21
26 Sex ratio 1 6 4 11
27 Smoking in front of children 3 4 8 15
28 Times of India Lead India 15 6 8 29
29 Delivery at hospitals 4 2 3 9
Total shots 79 192 121 392
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The researcher has calculated the total number of shots used in 29 social service
adverts are 392, from which 192 (49%) are CU, extreme CU of characters while
121(31%) are mid shots. There are only 79 (20%) wide shots used in the selected
advertisements. Lead India by TOI has maximum shots 29 (8%) of total shots while
pulse polio drops has only 2(0.5%) shots.
The analysis of social advertisements shows that the characters, music, shots,
stle, language in all the ads vary according to the message that is to be convey. These
are very important parts of advertisement.
5.2 CONTENT ANALYSIS OF SOCIAL ADVERTISEMENTS OF RADIO
The availability of radio on mobile devices such as smart phones with Internet
connectivity gives advertisers access to a new mobile audience, as well as the
traditional audience at home, at work or in cars. Total 8 radio ads of social service
messages have been recorded by the researcher during data collection.
Table 15-A: Quantitative analysis of Social advertisements of Radio
Sr No Name of The
Advertisement Category
Duration
In
Seconds
Frequency Total
Time
1 Importance of Aadhaar
Card
National
Development 29 8 232
2 AIDS Health 28 9 252
3 Road Safety Health 30 11 330
4 Right to Education National
Development 56 7 392
5 Use Iodine Salt Health 30 8 240
6 Right to Information National
Development 59 5 295
7 Emergency
Contraceptive Pills
Women
Development 31 9 279
8 Age Difference
Between Children
Health 30 8 240
138
Chart 3: Category wise time devoted to social ads of radio
The above chart reveals that half of the radio ads were also on health issues and
the time provided to these health issues is 47% of the total time devoted to social ads of
radio. It has been found that health related messages dominate the social advertisements
followed by messages that are necessary for the purpose of national development
whereas only 12% of the total time of social ads of radio devoted to women
development issues.
Time devoted by radio stations under study:
Total time devoted by both radio stations for all the 8 social advertisements is 2260
seconds.
Chart 4: Time Devoted by Radio Stations
CATEGORY WISE TIME DEVOTED TO SOCIAL ADS OF RADIO
HEALTH
NATIONALDEVELOPMENT
WOMENDEVELOPMENT
ALL INDIA RADIO
74%
94.3 MY FM 26%
TIME DEVOTED BY RADIO STATIONS
139
It has been clear from the above chart that 74% (1664 seconds) of the total time
of social advertisements of radio was provided by govt owned All India Radio while
94.3 MY FM provided only 596 seconds (26%).
QUALITATIVE ANALYSIS OF SELECTED RADIO ADS
Advertisement 1---Need for Aadhaar card
Codes and conventions used
The length of the advertisement conforms to convention as it lasts 30 seconds
and the conventional time length for radio advertisements is anything between15 to 60
seconds.
This radio advert is about need of aadhaar card. The use of voice over being
spoken in Punjabi language makes it easily identifiable to the audience as the voice
over is clear and can be easily understood.
It does not include a music bed that is conventional of radio advertising.
Language/ degree of formality/tone
The advert is direct and straight to the point and within 10 seconds the audience
are introduced to what is being advertised. The advert begins with the female voice
who is calling her husband. In the first three words, “aji sunte ho” audience can easily
identify that the lady is calling her husband because in Indian Punjabi families females
usually says these words to call their husbands. The female voice over is explaining the
purpose of the ad.
The dialogues alone clearly explain the purpose of the advertisement without
packing too much information into a short space of time. This ensures the audience‟s
attention is kept and they don‟t become bored, confused or sarcastic.
The language use is informal. The advert uses conversational language with an
indirect address to the audience to register for aadhaar card.
Music/sound effects
The advert does not include any music or sound effects, just dialogues. This is
effective in this advertisement as the audience‟s attention is not distracted by anything
other than what is being advertised.
140
Appeal and theme
Rational appeal is used in this advertisement. The advert presents everything
very logically. The theme is quite convincing and informative in nature.
Two characters are exchanging dialogues with great intimacy. One male voice
over except these two character‟s voice is also presented to convey the message. There
is no slogan/tagline used in the ad.
Advertisement 2---AIDS
This advertisement conforms to convention of radio advertisementing as the
duration of the ad is 30 seconds.
The ad begins with a great laughter voice by people. Voice over is in the form
of speech is that on the occasion of international youth day, just share smile with your
friends not infected syringes and needles. Save your country from the trap of AIDS, say
no to drugs and yes to life.
Language/ degree of formality/tone
The advert is direct and fact filled. It does not include any jokes or frills. It uses
speech only which gets straight to the point and therefore does not confuse the
audience.
The voice over is read by a clear strong male voice that is spoken in Hindi
accent which is conventional of radio advertising. This ensures and allows a clear and
concise recording that can be easily understood.
The language use is formal. The advert uses speech format with an indirect
address to the audience to take a pledge to save country from AIDS.
It does not contain any type of music from the beginning to end.
Appeal and theme
The theme of the sad is informative. It does not contain any element of
entertainment. Only one voice over is used without any character‟s voice or dialogues.
Towards the end advertiser‟s name is presented Chandigarh AIDS control society.
There is no slogan/tagline used in the ad.
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Advertisement 3---Right to Information
The ad length is 59 seconds. This long advert touches the highest level of
conventional ad length i.e. 15 to 60 seconds. Though it is very long yet it has not any
element of boredom
The ad begins with the dialogues of two males. One person is applying for the
information under RTI act. The ad provides all the necessary information to apply for
RTI. The ad is conversational in nature.
The language of the advert is Hindi. The formal language is used in the
conversation not even a single informal word is used in the advert. . The voiceover is
spoken in strong clear male voice which is easily understood.
Small portion of advertisement i.e. “hum jaanenge…hum haq se
janenge”contains loud music and rhyme.
Rational appeal is used to deliver the message for which it is prepared. The
theme of the ad is to provide full information regarding RTI process to all.
Two male characters are exchanging the dialogues. The advertisers‟ name
comes in the end of advertisement by a female voice over.
Advertisement 4---Road Safety
Codes and conventions used
The advert contains a music bed which is conventional in radio advertising. The
Range advertisement conforms to convention as it lasts 28 seconds, and conventional
radio adverts last anything from 15 to 60 seconds. The voiceover is spoken in a strong
clear voice which is easily understood. This is effective as it captures the audience‟s
attention and provides an easy listen. The voiceover is also upbeat and lively which not
only attracts, but keeps the audience‟s attention. Clear, concise and straight to the point.
Language/ degree of formality/tone- Music and sound effects-
A section of the advert is in the form of music. This is effective as it entertains
the audience as well as making the advert memorable. The music bed starts from the
beginning and changes in to speech format. The music bed isn‟t too loud and doesn‟t
overpower the voice over but instead creates a memorable catchy background tune that
becomes associated with this specific advert.
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The language used is formal. The voice over is by neglecting traffic rules, not
wearing helmet and by making hurry you are not presenting any style but you have to
pay a lot for this. Background sound is of ambulance. Rhyming words are presented in
the second last sentence,
“Do pahiya ke do hain niyam…saavdhaani or sainyamm.”
Theme and Appeal
The appeal presented in this advert is fear. Fear is presented in the sentence,
“bike yaatayaat ke liye hai…. Stunt ke liye iska istemaal bhaari pad sakta hai”
The theme of this advert is just to through information about road safety. Three
type of voice over is presented in the ad one is of female and two are of male.
Advertisement 5---Right to Education
The advert has a music bed that begins at the start and plays throughout. The
use of this makes the advert memorable as that particular sound/music becomes
associated with what is being advertised. The music used is lively and upbeat which is
important as this is the first thing that catches the audience‟s attention. The advert is in
the form of a song. Neither speech nor dialogues are used in this advert. The music bed
starts right from the beginning and continues throughout the advert. The music bed isn‟t
too loud and doesn‟t overpower the voice over but instead creates a memorable catchy
background tune that becomes associated with this specific advert. Hedge cutting sound
effects are included and add a comedy aspect to the advert. This is also effective as it
help makes the advert memorable to the audience.
The Right to Education advert conforms to conventions of radio advertising as
the duration of the advertisement is 58 seconds.
The language of the advertisement is Hindi song in male and female voice over.
The song is very clear and interesting.
Appeals and theme
Music appeal is used in this advert. Because only musical voice over is
presented to deliver the message to a large number of population. The theme is very
memorable and musical.
In the end of the end slogan “Shiksha mera adhikaar” is spoken as in the voice
over of girl child.
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Advertisement 6---Importance of Iodine
The ad starts and ends with the female voice over. The length of ad is 29
seconds which falls under conventional radio advertising.
The ad starts with to the point female voice over. Iodine is very necessary in
food. Its scarcity gives birth to many mental and physical illnesses. Thiese illnesses are
for whole life. So to get rid of these diseases, we should use iodised salt daily.
The language is very simple and understandable. Even very complicated Hindi
language words like mansik vikriti, shareerik vikas, garbhpaat, aviksit bache are used in
a very simple way.
The advert is straight forward. It does neither contain nay music nor song. Last
four lines include two rhyming words--bhagaana-khana, gunkaari-beemaaree. The
female voice over is not too much attractive. It is loud and not up to the mark.
Appeal and Theme
The fear appeal is used directly in the whole advertisement. Fear appeal is very
commonly used in social advertisements because fear can bring a change in people‟s
attitude to do something or not easily. The theme of the ad is not very interesting. It
does not appeal to ears. No actor or character is used in the ad.
Advertisement 7---Emergency Contraceptive Pill
The ad emergency contraceptive pill has a conventional radio starting. It begins
with the dialogues of an old lady. The ad length 31 seconds is also conventional radio
ad length.
The ad is about the use of emergency contraceptive pill to avoid pregnancy. The
language is conversational. It includes many Hindi words garbh nirodhak, bachche
paida karna, maa bano which are very common in these types of family planning
advertisements. The advertiser can use English translation of these words but Hindi
words are used so that a large number of audience who is illiterate and does not know
English can be benefited. It is obvious from the voice over those two female characters.
One is an old lady whom the other lady whose age can‟t be measured through voice
over is calling by the name of Daadi. They are talking to each other about ECP and
indirectly address the audience who is listening the advert. The rhyme in the sentence
144
“Naati ki chinta chchodo… garbh nirodhak se naata joro” can be easily found in the last
sentence.
The ad is to the point and no music is added from the beginning to end.
Theme and Appeal
The theme of the ad is quite natural. In the conventional families of India, old
ladies start talking about kids from the next day of the marriage of their children. Same
thing is presented here.
The rational appeal is used to tell the benefits of using ECP.
Advertisement 8---Age difference between children
The ad starts with a female voice over of a Bollywood actress Pallavi Joshi. The
ad is a direct address to audience.
The length of the advertisement spacing between children conforms to
convention as it lasts 30 seconds and the conventional time length for radio
advertisements is anything between15 to 60 seconds.
The actress is trying to convince the audience about keeping space between
children. The actress says, “bache utne hi achche jinki aap sahi se parvarish kar sake.”
It is a direct and straight forward appeal to listeners. In the last the celebrity suggests
that people can chose any way from the available options of age spacing.
The language of the ad is simple and to the direct. It is in the form of a speech.
The slow music matches with the speech in the background of voice over is very
appealing.
Theme and Appeal
The theme is informative. It is not much interesting because it does not include
any conversation between characters. Celebrity appeal is used to convey the message.
The end comment in male voice over is of the name of the advertiser i.e
National Rural Health Mission.
The analysis of radio ads shows that most important part of radio advertising is the
voice over. The vo only tells about the type of characters, mood of the characters,
language and style used in the advertisement.
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Table 15-B: Analysis of selected radio ads
Sr
No
Name of The
Advertisement Language Music Style
Characters used
Male Female Celebrity
1. Importance Of
Aadhaar Card
Punjabi No
Music
Conversation 1 1 -
2. Aids Mix Soft Speech 1 -
3. Road Safety Mix Loud Song And
Speech
1 1 -
4. Right To
Education
Hindi Loud Song And
Slogan
1 1 -
5. Use Iodine Salt Hindi No Speech - 1 -
6. Right To
Information
Hindi Soft Coversation 2 - -
7. Emergency
Contraceptive Pills
Hindi No Conversation - 2 -
8. Age Difference
Between Children
Hindi Soft Speech - - 1
The above table reveals that 5 ads (62.5%) were in Hindi whereas 2 ads (25%)
were in mix language. There was only one ad which is in regional language of Punjab
i.e. Punjabi. As far as style of social advertisements of radio is concerned, the
percentage of conversation and speech style was equal i.e. 37.5 for each. The two ads
used music and song to deliver the message. 37% ads radio does not have any loud or
soft music in the background. Soft music was used only in 37.5% radio ads while only
25% radio ads were of loud music. The table also shows that out of total 13 characters,
the percentage for both men and women characters portrayed were 46. There was only
one ad in which celebrity has been used.
In the above analysis of social advertisements of television and radio it has been
found that the language, music, slogan, presentation and characters all are essential
components to make an advertisement effective. Only the relevant components are put
into function depending upon the subject matter and the message to be conveyed of an
advertisement.
146
5.3 PERCEPTION OF AUDIENCE
Social advertisements are the messages given by Govt., NGOs and Corporates
through media. These advertisements are presented for the well being of people. These
advertisements have the potential to change or mould the public behaviour. This type of
change will be helpful for an individual as well as for the society at large. These social
advertisements are prepared by experts. So it is essential to know the point of view of
the audience from the angle the audience thinks about the social advertisements. For
this purpose, a sample of 200 people was selected from Chandigarh & two nearby
villages namely Nayagaon & Dhanas. The data seeking the views about social
advertisements from the sampled subjects have been collected.
The sample included men, women, educated and uneducated, urban & rural
people.
Classification of the sampled subjects
The sample of 200 people has been classified agewise, genderwise, areawise
and educationwise. The frequency distribution tables prepared for these sampled
persons have been shown below.
Agewise and Genderwise Classification of Subjects
Opinion of an individual about a particular thing/concept may or may not
depend upon the gender of that individual. Males are considered to be independent and
strong whereas females are considered to be emotional and weak. The attitude,
behaviour, way of thinking and the perceiving a message vary as per the gender of the
person. Also the gender affects the views of a person regarding the occurance and
presentation of the ideas depicted in the ads.
The sample consists of 126 males (63 percent) and 74 females (37 percent). The
chart given below shows the perecentage of males and females.
147
Chart-5: Genderwise distribution of subjects
Table 16: Agewise and genderwise distribution of sampled subjects
Age Male %ge Female %ge Total %ge
< 25 25 19.8 12 16.2 37 18.5
25 - 34 56 44.4 34 45.9 90 45
35 -44 29 23 16 21.6 45 22.5
45-54 12 9.5 10 13.5 22 11
>54 4 3.2 2 2.7 6 3
Total 126 74 200
Mean age =33.6, SD=7.9(male)
mean age=34.0, SD=7.3(female)
t=0.37 at 198 df, p>0.100
Graph 1: Agewise and genderwise distribution of sampled subjects
genderwise distribution of subjects
male
female
0
20
40
60
80
100
120
140
< 25 25 - 34 35 -44 45-54 >54 Total
Male
Female
148
As seen in the table 16 and graph 1 the maximum numbers of persons (both
male and female) belong to age group 25-34. 45 percent of the total subjects belong to
this age group followed by 22.5 percent in the age group 35-44. Only 3 percent of the
total subjects were above 54 years of age.
In the Age wise and gender wise distribution of the subjects, no significant
difference has been found.
Table 17: Areawise and Genderwise Distribution of Sampled Subjects
Area Male %ge Female %ge Total %ge
Urban 90 71.4 53 71.6 143 71.5
Rural 36 28.5 21 28.3 57 28.5
Total 126 74 200
2
= 0.0177 df=1 p=0.8942
Graph 2: Areawise and Genderwise Distribution of Sampled Subjects
71 percent of the total sampled subjects belong to the urban area. This
percentage for the female was 71.6. The remaining male (28.5%) and female(28.3%)
belong to the rural area. The rural/urban distribution for male and female has been
found to be the same (0.8942)
0
10
20
30
40
50
60
70
80
PERCENTAGE OF MALES PEERCENTAGE OFFEMALES
TOTAL PEERCENTAGE
Urban
Rural
149
Educationwise and Genderwise Composition of Subjects
There are four levels of educational category. Category No. 1 is of matric or
below, out of 200 persons, only 7.5 percent belong to this category. In category no. 2,
there are persons having 10-12 years of schooling and are HSC and intermediate. 22.5
perecnt belong to this category. Category no 3 includes persons who had passed
graduate degree or equivalent exams. Their time period of schooling is 12-14 years. 41
percent of the persons fall under this category. In the category No. 4, there are persons
who had passed post graduation and above &their year of schooling is above 14 years.
Total 29 perecnt people come under this category.
Table 18: Educationwise and Genderwise Distribution of Sampled Subjects
Education Male %ge Female %ge Total %ge
Matric or below 10 7.9 5 6.7 15 7.5
10+2 26 20.6 19 25.6 45 22.5
Graduate 57 45.2 25 33.8 82 41.0
Post-Graduate and
above
33 26.2 25 33.8 58 29.0
Total 126 74 200
2 = 3.0318 df=3 p=.3868
Graph 3: Educationwise and Genderwise Distribution of Sampled Subjects
0
5
10
15
20
25
30
35
40
45
50
Matric or above 10+2 Graduate Post-Graduate andabove
PERCENTAGE OF MALES PEERCENTAGE OF FEMALES TOTAL PEERCENTAGE
150
The percentage of graduates in the total sample of 200 was found to be the
maximum (48.0) followed by the persons with the qualification of post graduate and
above (29.0). the percentage of the persons with the qualification matric or below was
the minimum (7.5). 45.2 percent out of 126 males and 33.8 percent out of 74 females
were graduates. This was followed by 26.2 percent males & 33.8 percent females with
the qualification of post graduation and above.
The distribution of male and female, as far as the education was concerned has
not been found to be different (p=.3868)
Educationwise and Areawise Distribution of sampled Subjects
The subjects have been split up as per the area they belonged to. In urban
category, people belonged to Chandigarh region and their percentage was 71.5 to total
subjects (200). Whereas the percentage of rural sampled subjects was 28.5.
Table 19: Educationwise and Areawise Distribution of Sampled Subjects
Education Urban %ge Rural %ge Total %ge
Matric or Below 2 1.3 13 22.8 15 7.5
10+2 22 15.4 23 40.3 45 22.5
Graduate 67 46.8 15 26.3 82 41
Post-Graduate and above 52 36.4 6 10.5 58 29
Total 143 71.5 57 28.5 200
2= 1.1848 df = 2 p = 0.5530
Graph 4: Educationwise and Areawise Distribution of Sampled Subjects
05
101520253035404550
Matric or above 10+2 Graduate Post-Graduate andabove
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PEERCENTAGE
151
The percentage of graduates was 46.8 in the urban area as compared to 26.2 in
the rural area. Post graduates and above were 36.4 percent in the urban area whereas
their percentage in the rural area was only 10.5. the percentage of persons with
qualification below 10+2 was much more in the rural (63.1) as compared to urban
area(16.7).
Chi square test was applied to see whether the education wise distribution
differed in urban and rural area. It was found that the p value was 0.5530 which showed
that the variables being compared do not differ significantly.
The value of chi square for all the abve 4 tables was much more than 0.05,
showing thereby that the sample used for the study is quite valid. So the results, if at all
they differ, the reason is not the difference in the sampled subjects but it may be due to
the effect of the variable being studied.
While applying chi square test in all the above four tables, it has been found that
p value is more than .05, therby showing that the variables being compared do not
differ significantly. This shows that the sample considered for the research study is a
valid sample. So, the results if they differ do not differ because of the difference in the
sample but due to the difference into the variables being studied.
Distribution of issues of Social Advertisements
Social advertisements are broadcasted on different social issues like, health,
national development, women and child development. When the sampled subjects were
asked about the type of social advertisements noticed by them on TV, 43.0% of them
gave the reply as health ads while 32.5 % said that the ads related to national
development appear most of the time. 12.0% were of the view that the social ads
mostly related to woman development issues followed by 10.5 % in whose views the
ads related to agriculture.
Table 20: Gender wise distribution of Social advertisements
Category Male %ge Female %ge Total %ge
Health 51 40.5 35 47.3 86 43
Agriculture 12 9.5 9 12.2 21 10.5
National development 46 36.5 19 25.7 65 32.5
Women issues 15 12 9 12.2 24 12
Child development 2 1.5 2 2.7 4 2
Total 126 74 200
2 = 2.5594 df=3 p=0.4646
152
Graph 5: Gender wise distribution of Social advertisements
Table shows that 40.5 percent males as compared to 47.3 percent female think
that social adverts related to health issues like AIDS, polio while 36 percent male and
25 percent female were of the view that TV adverts mostly reflect national
development issues. Only 1.5 percent males and 2.7 percent females observed that child
development issues are mostly depicted in social advertisements.
On applying chi square test, p was found to be equal to 0.4646 showing there by
that male and female donot differ in categorizing the social service ads being shown on
the TV.
Table 21: Area wise distribution of Social advertisements
Category Urban %ge Rural %ge Total %ge
Health 61 42.6 25 43.85 86 43
Agriculture 15 10.5 6 10.5 21 10.5
National
development
49 34.3 16 28 65 32.5
Women issues 15 10.5 9 15.8 24 12
Child development 3 2 1 1.7 4 2
Total 143 57 200
2
= 1.2102 df=3 p=0.7505
0
5
10
15
20
25
30
35
40
45
50
Health Agriculture Nationaldevelopment
Women issues Childdevelopment
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
153
Graph 6: Area wise distribution of Social advertisements
As far as area wise opinion of subjects about category of social adverts being
shown on TV it was found that 42.6 percent of the urbanites think that health adverts
dominate social advertisements while 34.3 percent opined that national development
advertisements are quite common on TV.
Table 22: Education wise distribution of Social advertisements
Category Matric
or
below
%ge 10+2 %ge Graduate %ge Post
Graduate
& above
%ge total %ge
Health 7 46.6 21 46.6 31 37.8 27 46.5 86 43
Agriculture 3 20 4 8.8 10 12.2 4 6.8 21 10.5
National
development
2 13.3 13 28.8 30 36.6 20 34.4 65 32.5
Women
issues
3 20 6 13.3 10 12.9 5 8.6 24 12
Child
development
- - 1 2.2 1 1.2 2 3.4 4 2
Total 15 45 82 58 200
2 = 4.4153 df=6 p=0.6207
0
5
10
15
20
25
30
35
40
45
50
Health Agriculture Nationaldevelopment
Women issues Childdevelopment
PERCENTAGE OF URBAN PERCENTRAGE OF RURAL TOTAL PERCENTRAGE
154
Graph 7: Education wise distribution of Social advertisements
In all, there were 58 (29.0%) post graduates and above out of 200 sampled
subjects. Out of these 46.5 percent were of the view that health related ads are mostly
shown on the TV. This percentage was 37.8 for graduates, 46.6 for both 10+2 and
matric and below. 34.4 % of the post graduates were of the vew that ads related to
national development are being shown on tv. This percentage for graduates, 10+2 and
below matric was 36.6, 28.8 and 13.3 respectively. The percentages were very small for
agriculture, women issues and child development related isues.
No significant difference was observed in the education wise frequency distribution
(p=0.620)
Themes
All advertisements are designed on the basis of some theme, advertising
campaign can be successful if the theme is interesting and appealing. The sampled
subjects were of different opinions as far as theme is concerned. It was found that 38
percent of total respondents were of the opinion that the themes presented in social
advertisements are natural and only 0.5percent think that these advertisements have a
boring theme. 14.5 percent were satisfied with the theme and the same percentage of
population under study was of the view that it is sometimes informative and others
0
5
10
15
20
25
30
35
40
45
50
Health Agriculture Nationaldevelopment
Women issues Child development
PERCENTAGE OF 10+2 PERCENTAGE OF GRADUATE
PERCENTAGE OF POST GRADUATE & ABOVE TOTAL PERCENTAGE
PERCENTAGE OF MARTIC OR ABOVE
155
boring. Gender wise, area wise and education wise views about themes presented in
Social advertisements is discussed in detail in the below tables and graphical
presentations.
Table 23: Gender wise distribution of Themes
Male %ge Female %ge Total %ge
Satisfactory 15 11.8 14 19 29 14.5
Natural 48 38.9 29 39.1 77 38.5
Informative 44 35 20 27 64 32
Some time informative and
other boring
18 14.3 11 14.9 29 14.5
Always boring 1 0.7 - - 1 0.5
Total 126 74 200
2 = 2.5055 df=3 p=0.4743
Graph 8: Gender wise distribution of Themes
As shown in table 23, 38 percent males and 39 percent females are of the view
that social advertisements present a very natural theme and 12 percent male and 19
percent female have been satisfied with the theme. The graph reveals that 35 percent
male and 27 percent females think that the themes presented by social advertisements
are very informative while 14 percent of both male and female think that sometimes it
is boring. There is only one male in whole sample who is of the opinion that social
advertisements are based on a very boring theme.
0
5
10
15
20
25
30
35
40
45
Satisfactory Natural Informative Some timeinformative and
other boring
Always boring
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
156
Table 24: Area wise distribution of Themes
Urban %ge Rural %ge Total %ge
Satisfactory 19 13.28 10 17.5 29 14.5
Natural 51 35.6 26 45.6 77 38.5
Informative 50 34.7 14 24.5 64 32
Some time informative and
other boring 24 16.8 5 8.8 29 14.5
Always boring - - 1 1.7 1 0.5
Total 143 57 200
2 = 4.0178 df=3 p=0.2595
Graph 9: Area wise distribution of Themes
When urban subjects were asked about themes of social advertisements, 35
percent of them said that natural theme is presented by social advertisements while 34
percent think that these adverts are informative. It is clear from the graph that 45
percent rural population are of the view that themes of social advertisements are quite
natural and 24 percent think that it is informative. Only 1.7 percent rural subject opined
that the theme is boring.
0
5
10
15
20
25
30
35
40
45
50
Satisfactory Natural Informative Some timeinformative and
other boring
Always boring
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
157
Table 25: Education wise distribution of Themes
Matric
or
below
%ge 10+2 %ge Graduate %ge
Post
Graduate
& above
%ge total %ge
Satisfactory 1 6.7 8 17.8 10 12.2 9 15.5 28 14
Natural 6 40 20 4.4 31 37.8 8 13.8 65 32.5
Informative 6 40 13 28.9 26 31.7 19 32 64 32
Some time
informative
and other
boring
2 13.3 3 6.6 15 18.2 22 38 42 21
Always
boring - - 1 2.2 - - - - 1 0.5
Total 15 45 82 58 200
2= 0.8069 df=3 p=0.8478
Graph 10: Education wise distribution of Themes
It is indicated by the table and graph the 40 percent people in the education
category of matric or below and 37 percent graduates opined that themes presented in
social ads are natural. 38 percent post graduate and above population under study were
of the view that theme is sometime informative others boring while the percentage of
10+2 pass is 6 percent have the same opinion.
The p value in the above three tables is greater than 0.05. Therefore, no
significant difference is found in areawise, genderwise and educationwise as far as
theme of social advertising is concerned.
158
Opinion about language of SSA
Language of social advertisements is very important to understand the motive
behind these adverts. If language is understandable then anly an advertiser can achieve
the motive. When the respondents were asked about quality of language, it has been
found that two third of them have agreed upon the fact that social adverts are nicely
built in terms of language. It has been revealed from the table that 13 percent were
disagreed upon the statement that social ads are nicely built in terms of language. There
were also 11% people who could not comment upon quality of language. The
distribution about quality of language with reference to selected variables is as follows:
Table 26: Gender wise distribution of subjects about quality of
Language in Social Advertisements
Male %ge Female %ge Total %ge
Strongly agree 18 14.2 9 12.1 27 13.5
Agree 73 57.9 51 69 124 62
Neither agree nor disagree 16 12.7 6 8.1 22 11
Disagree 17 13.5 6 8.1 23 11.5
Strongly disagree 2 1.5 2 2.7 4 2
Total 126 74 200
2 = 2.5849 df=3 p=0.4601
Graph 11: Gender wise distribution of subjects about quality of
Language in social advertisements
0
10
20
30
40
50
60
70
80
Strongly agree Agree Neither agreenor disagree
Disagree Strongly disagree
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
159
Above table indicates that 72 percent males and 81 percent females agreed that
social advertisements are nicely built in terms of language while 13 percent males and 8
percent females could not say anything about language used in these advertisements. It
is also cleared from the graph no. 11 that 15 percent males and 11 percent females were
not satisfied with the quality of language used in the adverts.
Table 27: Area wise distribution of subjects about quality of
Language in social advertisements
Urban %ge Rural %ge Total %ge
Strongly agree 21 14.7 6 10.5 27 13.5
Agree 92 64.3 32 56.1 124 62
Neither agree nor disagree 9 6.3 13 22.8 22 11
Disagree 18 12.5 5 8.8 23 11.5
Strongly disagree 3 2 1 1.7 4 2
Total 143 57 200
2 = 11.589 df=3 p=0.0089
Graph 12: Area wise distribution of subjects about quality of Language in
Social Advertisements
79 percent urban and 66 percent rural of surveyed population think that quality
of language is up to the mark. While 14 percent urban and 27 percent rural think that
0
10
20
30
40
50
60
70
Strongly agree Agree Neither agreenor disagree
Disagree Stronglydisagree
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
160
language used in social advertisements are not satisfactory. The people who could not
think about quality of language are 6 percent urban and 22 percent rural.
Table 28: Education wise distribution of subjects about quality of
Language in Social Advertisements
Matric
or
below
%ge 10+2 %ge Graduate %ge
Post
Graduate
& above
%ge total %ge
Strongly
agree 3 20 5 11.1 11 13.4 8 13.7 27 13.5
Agree 7 46.6 25 55.5 54 65.8 38 65.5 124 62
Neither agree
nor disagree 4 26.6 5 11.1 7 8.5 6 1.3 22 11
Disagree - - 9 20 9 11 5 8.6 23 11.5
Strongly
disagree 1 6.6 1 2.2 1 1.2 1 1.7 4 2
Total 15 45 82 58 200
2= 9.2545 df=9 p=0.4141
Graph 13: Education wise distribution of subjects about quality of
Language in Social Advertisements
66 percent of the subjects below matric and 66 percent HSC think that language
of SSA is upto required standard while 78 percent graduates believed that language
0
10
20
30
40
50
60
70
PERCENTAGE OFMARTIC OR
ABOVE
PERCENTAGE OF10+2
PERCENTAGE OFGRADUATE
PERCENTAGE OFPOST GRADUATE
& ABOVE
TOTALPERCENTAGE
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
161
used in SSA is satisfactory. The respondents do not agree that social advertisements are
nicely built in terms of language are 6.6 percent for matric or below, 22.2 percent of
10+2, 12 percent graduates and 10 percent post graduates and above respectively. There
are also 26.6 people of matric and 11 percent of 10+2 who could not assess the
language of social advertisements. 8.5 and10.3 percent of graduate and post graduates
have the same opinion regarding SSA.
As far as language of social ads is concerned, the urban and rural areas differ
significantly because the p value is 0.0089 The thinking of the urban people is
comparatively more favorable than the rural masses. The percentage of rural people is
more than that of the urban who could not decide about the quality of language. No
significant difference is found in gender wise and education wise but significant
difference is found area wise as far as for taking as quality of language is concerned.
Table 29: Gender wise effectiveness of Radio
Male %ge Female %ge Total %ge
Always 9 10.3 8 8.1 17 9.5
40 58 26 63.5 66 60
Sometimes 52 24.6 25 24.3 77 24.5
Very rare 22 5.5 14 2.7 36 4.5
Never 3 1.6 1 1.3 4 1.5
Total 126 74 200
2 = 1.5831 df=3 p=0.6632
Graph 14: Gender wise effectiveness of Radio
0
10
20
30
40
50
60
70
Always Sometimes Very rare Never
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
162
68 percent male and 69 percent females think that radio is an effective method
to deliver social messages. While 7 percent males and 4 percent females think that
radio is rarely considered as an effective method to broadcast social messages.
Table 30: Area wise effectiveness of Radio
Urban %ge Rural %ge Total %ge
Always 13 9.1 4 7 17 8.5
Mostly 49 34.2 17 29.9 66 33
Sometimes 57 39.8 20 35 77 38.5
Very rare 21 14.7 15 26.3 36 18
Never 3 2 1 1.7 4 2
Total 143 57 200
2 = 3.2868 df=3 p=0.3495
Graph 15: Area wise effectiveness of Radio
43 percent urban and 37 percent rural subjects are in favor of effectiveness of
radio to convey social messages. While 17 percent urban and 28 percent rural
respondents think that social messages are not effectively conveyed by radio. 40
percent urban and 35 percent rural population says that radio sometimes proved out to
be an effective medium to broadcast social messages.
0
5
10
15
20
25
30
35
40
45
Always Mostly Sometimes Very rare Never
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
163
Table 31: Education wise effectiveness of Radio
Matric
or
below
%ge 10+2 %ge Graduate %ge
Post
Graduate
& above
%ge total %ge
Always 1 6.6 5 11.1 5 6.1 6 10.3 17 8.5
Mostly 7 46.6 9 20 32 39 18 31 66 33
Sometimes 3 20 23 51.1 28 34.1 23 39.6 77 38.5
Very rare 4 26.6 6 13.3 16 19.5 10 17.2 36 18
Never - - 2 4.4 1 1.2 1 1.8 4 2
Total 15 45 82 58 200
2 = 3.4877 df=6 p=0.7456
Graph 16: Education wise effectiveness of Radio
48 percent matric, 31 percent till 10+2, 45 percent graduate and 41 percent post
graduate and above think that radio is always effective method to broadcast social
messages while 26 percent metric, 18 percent till 10+2, 21 percent graduate and 19
percent post graduate and above think that radio rarely deliver social messages in
society.
0
10
20
30
40
50
60
Always Mostly Sometimes Very rare Never
PERCENTAGE OF 10+2 PERCENTAGE OF GRADUATEPERCENTAGE OF POST GRADUATE & ABOVE TOTAL PERCENTAGEPERCENTAGE OF MARTIC OR ABOVE
164
The value of p is not less than 0.05. Hence no signioficant difference is found
gender wise, area wise and education wise opinions of respondents about effectiveness
of radio.
Table 32: Gender wise appeal to deliver social messages
Male %ge Female %ge Total %ge
Humour 24 19 8 10.8 32 16
Satire & sarcasm 28 22.2 18 24.3 46 23
Tragedy & pathos 42 33.3 27 36.4 69 34.5
Fear 32 25.3 21 28.3 53 26.5
Total 126 74 200
2 = 2.3571 df=3 p=0.5017
Graph 17: Gender wise appeal to deliver social messages
Above table and graph shows that 33 percent males and 36 percent females are
of the view that tragedy and pathos is the best appeal to convey social messages. While
25 percent males and 28 percent females are in favor of fear appeal. They think that
acceptance increases with fear factor. Satire and sarcasm appeal was considered best by
22 percent male and 24 percent females respectively.
0
5
10
15
20
25
30
35
40
Humour Satire & sarcasm Tragedy & pathos Fear
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
165
Table 33: Area wise appeal to deliver social messages
Urban %ge Rural %ge Total %ge
Humour 21 14.6 11 19.3 32 16
Satire & sarcasm 30 21 16 28 46 23
Tragedy & pathos 58 40.5 11 19.3 69 34.5
Fear 34 23.8 19 33.3 53 26.5
Total 143 57 200
2= 8.1777 df=3 p=0.0425
Graph 18: Area wise appeal to deliver social messages
40 percent urban and 19 percent rural people think that there should be tragedy
and pathos appeal in social advertisements to make the advertisement campaign
successful while 23 percent males and 33 percent female think that fear is the best
appeal to be used in social advertisements.
0
5
10
15
20
25
30
35
40
45
Humour Satire & sarcasm Tragedy & pathos Fear
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
166
Table 34: Education wise appeal to deliver social messages
Matric
or
below
%ge 10+2 %ge Graduate %ge Post
Graduate
& above
%ge total %ge
Humor 1 6.6 11 24.4 10 12.2 10 17.2 32 16
Satire &
sarcasm 5 33.3 9 20 20 24.4 12 20.7 46 23
Tragedy
& pathos 4 26.6 14 31 31 37.8 20 34.5 69 34.5
Fear 5 33.3 11 24.4 21 25.6 16 27.6 53 26.5
Total 15 45 82 58 200
2 = 2.267 df=6 p=0.8936
Graph 19: Education wise appeal to deliver social messages
33 percent subjects to metric and below think that fear is the best appeal and
other 33 percent metric or below think that satire and sarcasm can be the best appeals to
deliver messages. While only 7 percent metric or below are of the opinion that humour
is the best appeal and 27 are in favour of tragedy and pathos appeal.
The urban and rural areas differ significantly As far as appeal of social ads is
concerned; because the p value is p=0.0425. The thinking of the urban people is
comparatively different from the rural masses. No significant difference is found in
gender wise and education wise but significant difference is found area wise as far as
appeal is concerned.
0
5
10
15
20
25
30
35
40
PERCENTAGE OFMARTIC OR
ABOVE
PERCENTAGE OF10+2
PERCENTAGE OFGRADUATE
PERCENTAGE OFPOST GRADUATE
& ABOVE
TOTALPERCENTAGE
Humor Satire & sarcasm Tragedy & pathos Fear
167
Table 35: Gender wise views regarding celebrities involvement in social ads
Male %ge Female %ge Total %ge
Strongly agree 26 20.6 18 24.3 44 22
Agree 66 52.9 43 58.1 109 54.5
Neither agree nor
disagree
19 15.0 10 13.5 29 14.5
Disagree 10 8.0 3 4.0 13 6.5
Strongly disagree 5 3.9 - - 5 2.5
Total 126 74 200
2= 2.3281 df=2 p=0.3122
Graph 20: Gender wise views regarding celebrities involvement in social ads
63 percent male and 82 percent female feel that social messages are best
conveyed by celebrities while 12 percent male and only 4 percent female are of the
opinion that celebrities are not effective in social advertising.
0
10
20
30
40
50
60
70
Strongly agree Agree Neither agreenor disagree
Disagree Stronglydisagree
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
168
Table 36: Area wise views regarding celebrities involvement in social ads
Urban %ge Rural %ge Total %ge
Strongly agree 28 19.6 16 28.1 44 22
Agree 82 57.3 27 47.3 109 54.5
Neither agree nor
disagree
21 14.7 8 14.0 29 14.5
Disagree 11 7.7 2 3.5 13 6.5
Strongly disagree 1 0.6 4 7.0 5 2.5
Total 143 57 200
2= 2.2974 df=3 p=0.5130
Graph 21: Area wise views regarding celebrities involvement in social ads
77 percent urbanites and 75 percent ruralites indicated a strong preference
towards use of celebrities in social advertising while 15 percent urbanites and 14
percent ruralites could not say about celebrities involved in social advertisements.
Urban and rural people, who think that Celebrities do not convey social messages
effectively are 8 and10.5 percent respectively.
0
10
20
30
40
50
60
70
Strongly agree Agree Neither agreenor disagree
Disagree Strongly disagree
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
169
Table 37: Education wise views regarding celebrities involvement in social ads
Matric
or
below
%ge 10
+2 %ge Graduate %ge
Post
Graduate
& above
%ge Tot
al %ge
Strongly agree 3 20 8 17.8 15 18.3 18 31.1 44 22
Agree 8 53.3 25 55.5 48 58.5 28 14.2 109 54.5
Neither agree
nor disagree
2 13.3 8 17.8 8 9.7 11 18.9 29 14.5
Disagree 0 - 3 6.7 10 12.3 0 - 13 6.5
Strongly
disagree
2 13.3 1 2.2 1 1.2 1 1.7 5 2.5
Total 15 45 82 58 200
2 = 11.209 df=6 p=0.0821
Graph 22: Education wise views regarding celebrities involvement in social ads
73 percent matric or below 73 percent 10+2, 77 approximately 75 percent in all
the category of Education 45 percent except post graduate and above think that social
messages are best conveyed by celebrities while percentage of post graduate and above
people in favour of celebrity involvement is 45 percent. It has been found that 13
percent the category of matric or below and 1.7 percent in the category of post graduate
and above think that celebrity involvement do not help in SSA.
No significant difference is found in genderwise, areawise, and education wise
as far as celebrity involvement is concerned. The value of p is not less than 0.05.
0
50
100
150
200
250
PERCENTAGE OFMARTIC OR
ABOVE
PERCENTAGE OF10+2
PERCENTAGE OFGRADUATE
PERCENTAGE OFPOST GRADUATE
& ABOVE
TOTALPERCENTAGE
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
170
Aspects of SSA
An advertisement consists of many aspects like slogans, theme, background and
action which make the advertisement effective. The views regarding change on any
aspect of advertisement are studied and analyzed. It has been found that 55 percent of
the total men and women surveyed are of the opinion that there should be a change in
over all content of the SSA where only 17 percent think that presentation should be
improved. Change in appeal and design was formed by 15 and 12.5 percent subjects
respectively as shown in Table No.38
Table 38: Gender wise suggestions regarding change in aspects of Social Ads
Male %ge Female %ge Total %ge
Presentation 19 15.07 16 21.62 35 17.5
Content 68 53.9 42 56.75 110 55
Appeal 24 19.0 6 8.1 30 15
Design 15 1.9 10 13.5 25 12.5
Total 126 74 200
2 = 5.0221 df=3 p=0.1702
Graph 23: Gender wise suggestions regarding change in aspects of Social Ads
The above table indicates that 54 percent males and 57 percent females wanted
a change in terms of content of SSA. 15 percent male and 22 percent females think that
presentation should be changed. There are only 15 and 12.5 percent subjects who
opined that appeal and design should be improved.
0
10
20
30
40
50
60
Presentation Content Appeal Design
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
171
Table 39: Area wise suggestions regarding change in aspects of Social Ads
Urban %ge Rural %ge Total %ge
Presentation 21 14.6 14 24.5 35 17.5
Content 86 60.1 24 42.1 110 55
Appeal 19 13.2 11 19.3 30 15
Design 17 11.9 8 14.0 25 12.5
Total 143 57 200
2= 5.8138 df=3 p=0.1210
Graph 24: Area wise suggestions regarding change in aspects of Social Ads
Graph No.24 clearly indicates that 60 percent urban and 42 percent rural
population think that there is need to change content of SSA. 24 percent rural and 14
percent urban made a desire to change the presentation. Design should be changed was
mentioned by 12 percent urban and 14 percent rural population of the sample. There
were 13 percent urban and 19 percent rural people who want a change in appeal.
0
10
20
30
40
50
60
70
Presentation Content Appeal Design
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
172
Table 40: Education wise suggestions regarding change in aspects of Social Ads
Matric
or
below
%ge 10+2 %ge Graduate %ge
Post
Graduate
& above
%ge total %ge
Presentation 3 20 8 17.8 17 20.7 7 12.0 35 17.5
Content 7 46.6 23 51.1 45 54.9 35 60.3 110 55
Appeal 3 20 9 20.0 10 12.2 8 13.8 30 15
Design 2 13.3 5 11.1 10 12.2 8 13.8 25 12.5
Total 15 45 82 58 200
2 = 2.267 df=6 p=0.8936
Graph 25: Education wise suggestions regarding change in aspects of Social Ads
47 percent people of whose education in matric and below think that content
should be improved. Though there percentage is 60 percent in the category of PG and
above and 55 percent in the category of graduates. The percentage of people who want
to change appeal in the category of matric and 10+2 is same i.e., 20 percent change in
appeal and design has been demanded by same percentage of graduates i.e., 12
percentage. Only 11 percent 10+2 passed think that design should be change while in
the same education background the percentage is very high who want to change content
is 51 percent.
No significant difference is found in genderwise, areawise, and education wise
as far as change in aspect of social advertisement is concerned. The value of p is not
less than 0.05.
0
10
20
30
40
50
60
70
PERCENTAGEOF MARTIC OR
ABOVE
PERCENTAGEOF 10+2
PERCENTAGEOF GRADUATE
PERCENTAGEOF POST
GRADUATE &ABOVE
TOTALPERCENTAGE
Presentation
Content
Appeal
Design
173
When subjects were asked about the SSA importance in create of knowledge
and awareness in society. 86 percent out of 200 total sample agreed on this statement
while only 6.5 percent people think that SSA is not the best way to bring awareness.
There were also 7.5 percent people who could not give their opinion regarding the
importance of SSA
Table 41: Gender wise views regarding the creation of knowledge and
awareness by social ads
Male %ge Female %ge Total %ge
Strongly agree 18 14.2 8 10.8 26 13
Agree 76 60.3 51 68.9 127 63.5
Neither agree nor disagree 17 13.4 10 1.3 27 13.5
Disagree 15 11.9 4 5.4 19 9.5
Strongly disagree - - 1 1.3 1 0.5
Total 126 74 200
2 = 1.2087 df=3 p=0.7509
Graph 26: Gender wise views regarding the creation of knowledge and
awareness by social ads
0
10
20
30
40
50
60
70
80
Strongly agree Agree Neither agree nordisagree
Disagree Strongly disagree
PERCENTAGE OF MALE PERCENTAGE OF FEMALE TOTAL PERCENTAGE
174
The table No. and graph No. indicates that 84 percent males and 88 percent
females were of the opinion that best way to create knowledge and awareness in society
is SSA while 16 percent males and 4 percent females showed their disagreeness upon
the fact that SSA is the best medium to create knowledge about social issues. 7 percent
males and 8 percent females fall under the category that could not on SSA‟s
importance.
Table 42: Area wise views regarding the creation of knowledge and
awareness by social ads
Urban %ge Rural %ge Total %ge
Strongly agree 19 13.2 7 12.3 26 13
Agree 90 63 37 64.9 127 63.3
Neither agree nor
disagree 19 13.3 8 14 27 13.5
Disagree 14 9.7 5 8.8 19 9.5
Strongly disagree 1 0.7 - - 1 0.5
Total 143 57 200
2= 0.0114 df=2 p=0.9943
Graph 27: Area wise views regarding the creation of knowledge and
awareness by social ads
0
10
20
30
40
50
60
70
Strongly agree Agree Neither agree nordisagree
Disagree Strongly disagree
PERCENTAGE OF URBAN PERCENTAGE OF RURAL TOTAL PERCENTAGE
175
It is revealed from table and graph that 76 percent urban and 77 percent rural
agreed upon the statement that SSA is the best way to create awareness while 10
percent urban and 9 percent rural were disagreed upon the same statement. While 13
percent urban and 14 percent rural did not comment on the effectiveness of SSA.
Table 43: Education wise views regarding the creation of knowledge and
awareness by social ads
Matric
or
below
%ge 10+2 %ge Graduate %ge
Post
Graduate
& above
%ge total %ge
Strongly
agree 1 6.6 3 6.6 15 18.3 7 12 26 13
Agree 9 60 34 75.5 46 56 38 65.5 127 63.5
Neither
agree nor
disagree
3 20 4 8.9 12 14.6 8 13.8 27 13.5
Disagree 2 13.3 4 8.9 8 9.7 5 8.6 19 9.5
Strongly
disagree - - - - 1 1.2 - - 1 0.5
Total 15 45 82 58 200
2 = 1.7836 df=4 p=0.7755
Graph 28: Education wise views regarding the creation of knowledge and
awareness by social ads
0
10
20
30
40
50
60
70
80
PERCENTAGE OFMARTIC OR
ABOVE
PERCENTAGE OF10+2
PERCENTAGE OFGRADUATE
PERCENTAGE OFPOST GRADUATE
& ABOVE
TOTALPERCENTAGE
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
176
The statement that SSA is the best way for creating knowledge and awareness
about social issues is supported by 85 percent (approx.) in all categories of education
i.e., matric, 10+2, graduate and Post Graduate while rejection varies according to
educational qualification they posses. 9 percent of 10+2 pass and post graduate people
did not agree on the fact that SSA is the best way to create knowledge and awareness
about social issues while their percentage is 13 in matric or below.
No significant difference is found in genderwise, areawise, and education wise
as far as the importance of social service advertisement is concerned. The value of p is
not less than 0.05.